March Madness isn’t just a test for athletes—it’s a full-court press for fans, too. From pregame rituals to buzzer-beater celebrations, being the ultimate supporter takes effort. That’s the idea behind Coca-Cola Zero Sugar’s new 360-degree campaign, which refreshes fans with a simple reminder: “Fan Work Is Thirsty Work.”
Developed by Cartwright and produced by Iconoclast, the campaign continues Coke Zero Sugar’s ongoing “Best Coke Ever?” platform, zeroing in on the passion, sweat, and maybe a few superstitions fans bring to the court every year.
The centerpiece of the campaign is a new spot titled “Fight Song,” which highlights the iconic role of school fight songs during the NCAA tournament—and how fans singing them loud and proud need serious refreshment. Watch below:
The campaign goes beyond the screen. Coke Zero Sugar is engaging fans where it matters most: in person. Experiential activations and sampling events are hitting the ground in San Antonio and Tampa—home to the Men’s and Women’s Final Four—along with on-campus events at colleges and universities nationwide. Outdoor ads and social content help complete the full-court press.
Whether you’re screaming from the student section or belting out your team’s anthem from the couch, Coca-Cola Zero Sugar is here to make sure fans stay cool, energized, and ready for the next tip-off. Because if you’re going to give it your all during March Madness, you deserve the best. The “Best Coke Ever?”
The ad is airing now through the NCAA National Championship on April 7 across major networks like ABC, ESPN, CBS, TNT, TBS, and TRU, as well as social and digital platforms.
CREDITS:
BRAND: The Coca-Cola Company
AGENCY: Cartwright
- Chief Creative Officer: Keith Cartwright
- Creative Directors: Nate Ripp, Michelle Lamont
- Head of Production: Andrew Loevenguth
- Producer: Skyler Courtur
- Group Account Director: Michelle Finelli
- Account Director: Corey Mack
- Account Executive: Kylee Cologgi
- Head of Strategy: John Graham
- Strategist: Hannah Avery
PRODUCTION COMPANY: Iconoclast LA
POST PRODUCTION / VFX:
- Royal Muster
- a52
EDIT: Cartel
MUSIC/SOUND: Human
REELated:
Powerade and Flau’Jae team for March Madness Anthem
