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

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

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.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in