Coca-Cola Zero Sugar is making a bold move to engage college football fans this fall with a campaign that heavily incorporates gaming. In a press release, the better-for-you soft drink announced its partnership with Electronic Arts to become the exclusive packaged goods sponsor of EA Sports College Football 25. This collaboration will allow players to unlock in-game rewards by scanning a code on Coke Zero Sugar packaging through a co-branded online hub.
The decision to focus on gaming in this campaign is a strategic move to connect with young audiences, particularly members of Gen Z who have shown a strong preference for gaming. With traditional sports marketing channels like linear TV experiencing a decline in viewership, brands are looking for new ways to engage with their target demographic. This effort is part of Coke Zero Sugar’s „Best Fan Ever“ messaging platform, which is an extension of the successful „Best Coke Ever?“ campaign launched in 2021.
By partnering with EA on the release of its latest college football title, Coke Zero Sugar is enhancing its gaming strategy. The brand is sponsoring College Ultimate Team (CUT) packs, a highly sought-after in-game reward. Players can visit the Coke Zero Sugar x EA Sports College Football 25 Hub, scan their packaging, and access these exclusive packs. Additionally, on-campus experiences will offer students the opportunity to play EA Sports College Football for free, further immersing them in the brand’s gaming world.
In addition to the gaming aspect of the campaign, Coke Zero Sugar has launched a TV commercial titled „Scream“ that captures the excitement of fans watching intense games. The ad showcases fans, and even a goat, screaming in various locations as they passionately support their teams. While the creative technically debuted last fall, it remains a key component of the brand’s college football marketing strategy.
To amplify the campaign’s reach, Coke Zero Sugar is utilizing digital ads, paid and organic social media, influencer marketing, search, streaming audio, and out-of-home advertising. These elements will work together to create a cohesive and engaging experience for college football fans throughout the season.
Overall, Coca-Cola Zero Sugar’s college football campaign demonstrates the brand’s commitment to connecting with young audiences through innovative and engaging strategies. By leveraging the popularity of gaming and the passion of sports fans, the brand is poised to make a significant impact in the college football space this fall.