Coke Zero celebrates third year of partnership
with largest fully integrated campaign yet, to get fans even more
excited for game day through drinkable advertising
Coke Zero™ is bringing its first-of-its-kind drinkable marketing
campaign to the football field, giving fans a chance to try
delicious and refreshing zero-calorie Coke Zero through multiple
innovative avenues. This season, Coke Zero is expanding the “You
Don’t Know Zero ‘Til You’ve Tried It”™ campaign through a fully
integrated drinkable campaign using multiple broadcast spots,
traditional media, digital, out-of-home, retail, social media
engagement and the most popular pre-game show on television —
ESPN’s College GameDay Built by The Home Depot.
To kick off the third year of its partnership with ESPN College
GameDay, Coke Zero is returning to college football with Section
Zero — now, a Saturday staple, and the most coveted seat for the
ultimate fan. At each campus ESPN College GameDay visits, Section
Zero will treat 50 fans to premium seating and a chance to see ESPN
College GameDay’s newest cast member, Rece Davis! Students can gain
access to Section Zero by showing their school spirit on game day
and participating in a few classic tailgate games on campus. Those
fans not on campus can experience the fun of Section Zero by tuning
in to the show nationwide, or by following @CokeZero on Twitter and
Instagram.
"Coke Zero fuels the most passionate college fans throughout the
season, allowing them to enjoy the ritual of watching ESPN College
GameDay on television or — if they’re lucky — in person," said
Racquel Mason, Vice President, Coca-Cola & Coca-Cola Zero.
"Section Zero was created to offer the pinnacle viewing experience,
and by posting social content from this premium section, we can
show fans at home that Section Zero truly has the best seats in the
house at ESPN College GameDay."
Along with Section Zero, Coke Zero’s 23,000-pound, 26-by-36 foot
drinkable billboard will be making an appearance this season at a
few ESPN College GameDay campuses. After running through a giant
contour bottle and 4,500 feet of straw tubing that spells out
“Taste It,” ice-cold Coke Zero is dispensed through a free sampling
station to thirsty fans.
Football fans around the country, watching the game from their
homes, will also have the chance to try Coke Zero – for free! The
“You Don’t Know Zero ‘Til You’ve Tried It” campaign will bring 11
spots to football, and for the first time ever, includes drinkable
commercials with the ESPN College GameDay crew. Three :30 spots
will feature a mix of Lee Corso, Rece Davis, Kirk Herbstreit,
Desmond Howard and David Pollack, and will provide a
behind-the-scenes look of the guys prepping for an ESPN College
GameDay show. Viewers should have their mobile devices ready: as
they watch a delicious Coke Zero pour from a glass contour bottle,
they will be asked to open the Shazam app to redeem a mobile coupon
for a free 20-ounce bottle of Coke Zero at participating retailer
locations. Three more :30 spots will feature Herbstreit, Howard and
Corso describing their first time trying a Coke Zero, and the last
four spots (three :15s, one :30) will pair delicious imagery of
Coke Zero product with iconic sounds of the game.
The original Drinkable Commercial, which debuted during the
NCAA® Men’s Final Four® weekend, will launch “You Don’t Know Zero
‘Til You’ve Tried It” campaign’s expansion into college football,
and can be seen nationally on September 5th on ABC, NBC and
online.
"ESPN College GameDay vividly conveys the excitement of being on
campus before the big game, and a focal point for that excitement
will be Section Zero, for those at the event. For all of those who
are not in Section Zero, our ‘drinkable’ commercials make it fun to
try the delicious, ice-cold refreshment of Coke Zero," said Ivan
Pollard, Senior Vice President, Connections and Assets, Coca-Cola
North America. “Thinking how fans consume college football on
multiple screens at once, we worked hard to make our broadcast and
digital experiences intertwine wonderfully to surprise and delight
fans during ESPN College GameDay all the way through to watching
the games themselves."
Football fans on campus can also try Coke Zero through
additional innovative drinkable elements, including:
∙
Drink Me! Drinkable Jersey
Select students will be given a Drink Me! Drinkable Jersey, which
will feature their home team colors and a logo that can sync with
the Shazam app. Fans will be encouraged to Shazam the logo to get a
free 20-ounce bottle of Coke Zero at participating retailer
locations.
∙
Coke Zero Sip-Off Drinkable
Challenge
Fans from opposing teams can prove their dedication to their team,
and attempt to finish a virtual Coke Zero before the other. The
microphone on their smartphone becomes a straw, and as if by magic,
the Coke Zero on their screen disappears with each “sip” they take.
The winner will get a free 20-ounce bottle of Coke Zero (at
participating retailer locations) and other great prizes.
Throughout the college football season, Coke Zero will share
social content from ESPN College GameDay, straight from the fans
sitting in Section Zero. Each week, drinkable social content will
be shared, giving fans online another chance to use their Shazam
app to receive a free 20-ounce bottle of Coke Zero. Don’t miss any
of the excitement by following @CokeZero on Twitter and Instagram,
and joining the conversation with #sectionzero.
Coke Zero's drinkable advertising campaign was developed in
partnership with Ogilvy & Mather New York, one of the largest
marketing communications agencies in the world.
About College GameDay Built by The Home
Depot
Entering its 29th season and 23nd of originating from a game,
ESPN’s College GameDay won the Sports Emmy in 2015, 2014, 2011,
2010 and 2008 for best weekly studio show and was the recipient of
the 2006 Outstanding Contributor to Amateur Football Award, given
by The National Football Foundation & College Hall of Fame
Awards Committee. Hosted by first-year host Rece Davis, GameDay
analysts include two-time Sports Emmy winner (2010 & 2011) for
best studio show analyst Kirk Herbstreit, former coach and player
Lee Corso, Heisman Trophy winner and Super Bowl MVP Desmond Howard
and former University of Georgia football All-American David
Pollack. Samantha Ponder, Tom Rinaldi and Gene Wojciechowski serve
as contributors.
About The Coca-Cola
Company
The 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®, one of the world's most valuable
and recognizable brands, our Company's portfolio features 20
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 1.9 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
Journey at www.coca-colacompany.com, follow us on Twitter at
twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at
www.coca-colablog.com or find us on LinkedIn at
www.linkedin.com/company/the-coca-cola-company.
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version on businesswire.com: http://www.businesswire.com/news/home/20150831005711/en/
The Coca-Cola CompanyEmily Johnson,
212-545-6144emijohnson@coca-cola.com
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