Coke Zero™ Brings Drinkable Commercials to Football and Enters Year Three with ESPN’s ‘College GameDay’

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

ATLANTA–(BUSINESS WIRE)–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
, 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
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
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

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
follow us on Twitter at, visit our blog,
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The Coca-Cola Company
Emily Johnson, 212-545-6144