Coca-Cola Zero Sugar Scores Big With March Madness Fan-First Campaign
Coca-Cola Zero Sugar’s latest campaign blends nostalgia, star power, and digital engagement to celebrate NCAA basketball fandom in a fresh, interactive way.
Coca-Cola’s 30-second TV spot, "Fight Song," airs on major networks like ABC, ESPN, TNT, CBS, TBS, and TRU, reaching a broad NCAA basketball fanbase.
The campaign’s digital experience invites fans to vote for their favourite fight song in daily matchups for a chance to win tickets to future Final Four events.
Leveraging March Madness’ popularity, Coca-Cola aims to reach the 195 million-strong U.S. college sports fanbase, boosting brand visibility during the tournament.
March Madness isn’t just about basketball—it’s about the fans who live and breathe every play. Coca-Cola Zero Sugar’s campaign embraces this, making fandom the heart of its strategy. From electrifying game-time rituals to raw emotional reactions, the brand recognises that supporting a team is “thirsty work.” Every chant, every cheer, every heartbreak—Coca-Cola Zero Sugar is there to keep fans refreshed and engaged.
Charece Williams Gee, VP of Entertainment & Influencer Marketing at Coca-Cola North America, highlights the campaign’s intent; ensuring fans are “seen, celebrated, and refreshed.” The message resonates through energetic ad spots featuring basketball greats Jay Williams and Aliyah Boston. These former collegiate stars add credibility and excitement, reinforcing Coca-Cola’s deep connection with NCAA basketball culture and its passionate supporters.
The campaign’s two flagship TV ads immerse viewers in the rollercoaster of emotions fans experience during pivotal basketball moments. Free throws, last-second shots, and nail-biting suspense are juxtaposed with quirky crowd rituals—dancing mascots, inflatable wind puppets, and high-energy celebrations. These moments serve as a backdrop for Coke Zero Sugar’s positioning as the ultimate refreshment, intertwining the drink with the spirit of March Madness.
Beyond the screen, Coca-Cola Zero Sugar creates immersive real-world experiences at tournament venues and college campuses. Fans can engage in photo booths, interactive AI-powered experiences, and product sampling. The brand’s presence extends to the March Madness Music Fest in Phoenix, adding a cultural dimension to the campaign. Meanwhile, its support for workforce readiness programs during the women’s championship in Cleveland highlights a commitment to social impact.
Digital innovation plays a key role in amplifying the campaign’s reach. TikTok filters allow users to transform their faces into Coke Zero bottles, injecting a playful and shareable element. Meanwhile, QR code-activated vending machines encourage trial by offering samples in an interactive, high-tech manner. These digital elements align with Coca-Cola’s strategy to capture younger consumers who thrive in fast-moving, social-driven digital spaces.
By integrating humour, nostalgia, and cutting-edge digital engagement, Coca-Cola Zero Sugar cements itself as an essential part of the March Madness experience. The campaign doesn’t just promote a drink—it fuels the emotional highs and lows that define the tournament. Whether through a TikTok filter, a QR code vending machine, or a courtside celebration, Coca-Cola Zero Sugar remains at the centre of fan culture, proving that great taste and great moments go hand in hand.