Sports Marketing News

How Coke Zero Hustled to Keep Up With Fans in March Madness

Coca-Cola North America CMO Shakir Moin kept his brand in the game with updated Final Four ads

A basketball player shoots a free throw in a Coke Zero Sugar ad — Just about the only thing that didn't change in the Final Four edition of Coke Zero Sugar's March Madness ad was this free throw.Coca-Cola

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When sports marketing moves at the pace of the game, Coca-Cola can’t keep its campaigns or creativity bottled up.

At the beginning of this year’s NCAA men’s and women’s March Madness basketball tournaments, The Coca-Cola Company and its partners at Cartwright Creative released a one-minute spot for Coke Zero Sugar, “Free Throw Madness.”

The spot featured college fans from Tennessee, Duke (including alum and ESPN analyst Jay Williams), Connecticut, South Carolina (including graduate and 2023 WNBA No.

Jason Notte

Jason is an Adweek staff writer covering the business of marketing.

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