- Coca-Cola is gearing up for the college football season, unveiling a new campaign that showcases how the brand’s Classic and Zero Sugar products quench the thirst of fans everywhere.
- The campaign, “Fan Work Is Thirsty Work,” features a new television commercial that celebrates the passion, energy and commitment of college football fans, particularly those who are brave enough to venture into a rival’s territory for a game.
- In addition to the commercial, the campaign will include paid media partnerships, on-pact and in-stadium promotions, outdoor advertising, commerce and shopper sampling and on-campus activations at select colleges and universities across the country.
The new television commercial, titled “Go the Distance,” depicts fans confidently venturing into rivals’ territory thanks to the power of Coca-Cola and Coca-Cola Zero Sugar. The spot depicts some of college football’s most notable rivalries, including the University of Michigan and Ohio State University, the University of Southern California vs. Notre Dame and Louisiana State University and the University of Alabama.
The spot will run during college football broadcasts on ABC, NBC, FOX, FS1, BTN, TNT, ESPN, ESPN2, TNT, TBS, TRUTV and across social and digital platforms.
In addition to the commercial, on-pack and in-stadium promotions will take fans to a dedicated fan site where they can win prizes including custom merchandise, gift cards or even an all-expenses paid trip to see their team play. Participating stadium food service stations will also feature exclusive Coca-Cola fall football cups and scratch cards for opportunities to win prizes.
Coca-Cola’s marketing has focused recently on how the brand brings people and communities together in various ways. Earlier this year, the brand brought back its “Share a Coke” campaign that featured names and other designations on its bottles and cans to encourage people to have a soft drink together. The brand’s summer campaign encouraged consumers to take a break from their digital lives to “enjoy the moment” in the real world, and a partnership with Disney featured an extensive collection of cans and packaging featuring Star Wars characters.
