Coke Zero Sugar’s New March Madness Campaign

March Madness is here, and Coca-Cola Zero Sugar is debuting a new fan-centric 360-degree marketing campaign showcasing how Coke Zero Sugar uplifts and refreshing fans throughout the marathon that is March Madness.  

• Fan Work Is Thirsty Work: This year’s Coke Zero Sugar March Madness campaign is a continuation of its “Best Coke Ever?” creative platform, and revolves around the simple idea that being the best fan can be thirty work – and don’t the best fans deserve the “Best Coke Ever?” 
• Fight Song: The new March Madness TV creative titled, “Fight Song,” celebrates the essential role fight songs play in making March Madness the greatest tournament of all time and the thirsty work fans put in all tournament-long. The TVC spot will run through the National Championship game on Monday, April 7 on ABC, ESPN, TNT, CBS, TBS, TRU and across social and digital. 
• On and Off the Court:  In addition to the new TVC, the Coke Zero Sugar March Madness campaign will come to life via digital and social executions, outdoor advertising, sampling and experiential activations in the NCAAA Men’s (San Antonio) and Women’s (Tampa) Final Four host cities, as well as on-campus events at colleges and universities across the country.??

THE CAMPAIGN: Additional elements that will run as part of the campaign include: 

• A digital experience where fans can vote for their favorite fight song in daily head-to-head matchups for a chance to win tickets to the 2026 NCAA Men’s or Women’s Final Four. 
• In-game placement with Coke Zero Sugar’s Thirsty Fan Cam which optimizes the lower thirds. 
• OOH placements during Final Four in both San Antonio and Tampa. 
• Onsite experiential activations in the NCAAA Men’s (San Antonio) and Women’s (Tampa) Final Four host cities. 
• Coke Zero Sugar will take over San Antonio and Tampa in big ways that drive ultimate fandom and undeniable thirst. Fans will be refreshed at every corner through street sampling, offering fans unique and shareable opportunities to enjoy a great tasting Coke Zero while proving their fandom.  
• In addition, fans attending the Final Four will be greeted with commemorative celebration 12 oz sleek cans of Coke Zero Sugar for Semi and Final rounds. 

THE CREATIVE: The TVC spot kicks off with a symphony of fight songs of different Coke Zero Sugar NCAA Partner schools competing in the Men’s and Women’s March Madness tournament to create one continuous song that bounces from school to school, with the energy of a mid-game turnover across the country.