College basketball takes over the airwaves every March. If you know how to take advantage of the rivalries, buzzer beaters, and rollercoaster of emotions, it’s a marketing goldmine. Coca-Cola Zero Sugar did just that.
Coke came into the courtroom in an organic, playful, and highly authentic way to the fan experience rather than yelling their message from the bleachers. In a clever twist of fate, the brand’s campaign capitalized on the excitement of March Madness by paying homage not only to the players but also to the fans—the ones who yell, wear face paint, and holler until they can’t breathe anymore.
A montage of college battle anthems, each associated with an NCAA partner school, debuts its latest commercial. It’s not just a musical moment but a salute to the unsung heroes in the stands. And we notice someone pause mid-cheer to take a sip of Coke Zero Sugar at the exact moment the chants are loudest. The message is simple and direct: cheering this hard is thirsty work, and Coke’s got your back. That’s drinks advertising done right—blending seamlessly into the environment and making the product feel like a natural part of the story.
Why this campaign hits differently
There’s a certain kind of magic when a brand doesn’t just advertise to people but becomes a part of the experience itself. Coke Zero Sugar didn’t position themselves as a sponsor—they framed themselves as a fellow fan.
They ramped up their activity with interactive web experiences after the commercial. In a bid to win tickets to the Final Four, enthusiasts can vote once a day for their favorite college clash songs. This type of two-way interaction turns onlookers into players. You are really part of the campaign, not merely observing it. That is a major change from today’s drink advertisements.
But it didn’t end there. Coke distributed commemorative cans, produced on-site activations in the tournament cities and even brought their Thirsty Fan Cam to game telecasts. It was a high-tech project that combined tradition (fight songs), technology (voting online), and live presence (sample events) into one narrative. It is an excellent example of multi-channel storytelling in the world of beverage advertising.
Taking notes: What brands and entrepreneurs can learn
Let’s be real—most brands don’t have Coca-Cola’s budget. But this campaign wasn’t just about money. It was about being intentional.
Here are a few takeaways entrepreneurs and smaller brands can borrow:
- Find your cultural moment: Coke zeroed in on March Madness, a time when emotions are high and eyes are on the screen. What’s your brand’s moment? Think locally, seasonally, or even online.
- Celebrate your audience: Rather than just the product, Coke celebrated its users. They shifted the focus from cans to fans. People want to feel seen, so this shift matters now more than ever in drink advertising.
- Use every channel wisely: Coke didn’t just run a TV spot and call it a day. They had digital experiences, physical giveaways, and social tie-ins. You don’t need all of that, but even repurposing a blog post into a social poll or turning a customer story into a video can make your campaign feel bigger than it is.
- Be part of the story: They didn’t interrupt the fan experience—they added to it. If your advertising feels like a natural part of someone’s world, you’ve already won half the battle.
The role of zero sugar and the bigger picture in advertising drinks
There’s another angle here worth noting—Coca-Cola chose to spotlight Coke Zero Sugar, not the original classic. That wasn’t an accident.
Consumer habits are shifting, and fast. People want better-for-you options that still taste good, especially younger generations who are skeptical of sugar-packed drinks. Coke’s campaign played into this beautifully—offering a guilt-free option that fits perfectly into the high-energy world of game-day fandom.
According to Coca-Cola’s own financials, their net revenue rose 6% in Q4 of last year, and Zero Sugar has been a big part of that momentum. And in a world where competitors like Pepsi are spending nearly $2 billion to acquire prebiotic soda brands, it’s clear the drinks advertising space is undergoing serious evolution.
So Coke’s move here wasn’t just about March Madness—it was about staking their claim in the future of the beverage aisle.
Don’t just run ads—build moments
What makes Coca-Cola Zero Sugar’s campaign and marketing strategy so memorable isn’t the slick visuals or catchy music. It’s the way the campaign feels like it belongs in the moment. The brand didn’t show up to sell—they showed up to cheer.
For any entrepreneur or brand marketer, that’s the north star. Whether you’re pushing hydration tablets, herbal teas, or energy drinks, the goal is the same: find where your customers already are, and meet them there in a way that adds value to their experience.
Because in 2025 and beyond, drinks advertising is no longer just about showing the can—it’s about showing up where it counts.
FAQs
- What makes interactive campaigns like Coke’s so effective?
Because people love feeling part of the moment, not just being marketed to.
- Do you need a big budget to run multi-channel drinks advertising?
Not at all—just start with one good idea and tailor it across your best channels.
- Why is “better-for-you” messaging everywhere now?
Because people want drinks that feel exciting and healthy—no compromise.