ATLANTA -- (Business Wire)
There’s no better time than the fury of NCAA® March
Madness® for Coke Zero to introduce the next iteration
of its Enjoy Everything campaign. Titled, “It’s Not Your Fault,” Coke
Zero debuts its new integrated marketing campaign during NCAA®
The campaign takes a lighthearted and comedic approach to say that with
Coke Zero you can Enjoy Everything in life. “It’s Not Your Fault” also
celebrates guys-being-guys. The Enjoy Everything campaign has evolved on
the notion of owning quintessential guy moments of bonding and
camaraderie, from sports and entertainment to humor, gaming and music.
“We’re talking to men more overtly with 'It’s Not Your Fault',” said Pio
Schunker, SVP and Head of Integrated Marketing Communications, North
America Group. “We’re positioning Coke Zero as a defender and celebrator
of guy enjoyment.”
The new campaign rolls out during NCAA® March Madness®
debuting a 30-second television advertisement entitled “Bracket.” “Video
Game” will follow as another 30-second television commercial and digital
content will take center-stage with a seven part video series. The 360
degree integrated marketing campaign will pulse throughout the year and
amplify with assets like football and NASCAR.
“Coke Zero has experienced quarter after quarter growth and success, and
we hope to see this campaign continue the momentum. ‘It’s Not Your
Fault’ is launching in a big way through universal guy assets like NCAA®
March Madness® and a co-branded promotional spot with CONAN,”
said Andy McMillin, VP, Coke Trademark, North America Group. “Coke Zero
brand attributes are well established, now it’s time for the brand to
make the next big leap to connect with its drinkers. The brand
definitely is evolving.”
Coke Zero is teaming up with Turner and CONAN as part of the Coke
Zero “It’s Not Your Fault” campaign to kick off NCAA® Final
Four® week and the CONAN Atlanta shows. Several bands
will perform at the CONAN Coke Zero Music Series on the ‘Road to
the Final Four®.’ Coke Zero and CONAN will also
co-create a custom “It’s Not Your Fault” promotional spot.
The campaign, created in partnership with Droga5 New York, Starcom
MediaVest Group, Turner and the NCAA®, will be
featured across CBS and TBS platforms in March and April, including the
March Madness Live mobile app and in-game broadcast enhancements.
Out-of-home campaign efforts will be national in scope with a strong
focus on Atlanta, Coca-Cola’s home market and host city of the 2013 NCAA®
Division I Men’s Basketball Championship.
About The Coca-Cola Company
Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and still
brands. Led by Coca-Cola, the world's most valuable brand, our Company's
portfolio features 16 billion-dollar brands including Diet Coke, Fanta,
Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply,
Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks. Through
the world's largest beverage distribution system, consumers in more than
200 countries enjoy our beverages at a rate of more than1.8
billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that
reduce our environmental footprint, support active, healthy living,
create a safe, inclusive work environment for our associates, and
enhance the economic development of the communities where we operate.
Together with our bottling partners, we rank among the world's top 10
private employers with more than 700,000 system associates. For more
information, visit Coca-Cola Journeyat www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo
or check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com.
About the NCAA
The NCAA is a membership-led nonprofit association of colleges and
universities committed to supporting academic and athletic opportunities
for more than 400,000 student-athletes at more than 1,000 member
colleges and universities. Each year, more than 54,000 student-athletes
compete in NCAA championships in Divisions I, II and III sports. Visit www.ncaa.org
for more details about the Association, its goals and members and
corporate partnerships that help support programs for student-athletes.
The NCAA is proud to have the following elite companies as official
Corporate Champions—AT&T, Capital One and Coca-Cola—and the following
elite companies as official Corporate Partners—Allstate, Buffalo Wild
Wings, Buick, Enterprise, Infiniti, LG, Lowe’s, Nabisco, Northwestern
Mutual, Reese’s (Hershey’s), Unilever and UPS.
The Coca-Cola Company
Lauren Thompson, 404-676-3034
Source: The Coca-Cola Company
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