ATLANTA, March 18, 2013 - 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® championships.
“We’re talking to men more overtly with 'It’s Not Your Fault'”
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,
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 and www.ncaa.com 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