New Coke Zero™ Campaign Tells Guys “It’s Not Your Fault” Giving Them Permission to Enjoy Everything

Mon Mar 18, 2013 3:31pm EDT

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ATLANTA--(Business Wire)--
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. 

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, Coca-Cola`s home market and host city of the
2013 NCAA® Division I Men`s Basketball Championship. 

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, the world's most valuable brand, our Company's portfolio features 16
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
more than1.8 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 Journeyat
www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or
check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com. 

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
Coca-Cola-and the following elite companies as official Corporate
Partners-Allstate, Buffalo Wild Wings, Buick, Enterprise, Infiniti, LG, Lowe`s,
Nabisco, Northwestern Mutual, Reese`s (Hershey`s), Unilever and UPS.

The Coca-Cola Company
Lauren Thompson, 404-676-3034
laurenthompson@coca-cola.com



Copyright Business Wire 2013

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