Coke Zero: Enjoy Everything

  • Tasked with changing the Coke Zero conversation among a male target largely opposed to the idea of “diet,” Droga5 repositioned the brand as a form of permission to enjoy the awesome—but sometimes frowned-upon—things that guys enjoy. Launched during the 2013 NCAA March Madness Tournament, the multi channel campaign helped show guys that it’s not their fault they want to enjoy everything—from filling out a bracket mid-workday to playing video games for 10 straight hours. The It’s Not Your Fault brand ethos was extended to celebrate the 2013 college football season with a series of web films, TV spots and activations, including the Mother’s Day Motherpieces contest and the holiday Sweater Generator.

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  • Enjoy Everything March Madness Spots

  • Enjoy Everything College GameDay Spots

  • Motherpieces Mother's Day Activation

  • Sweater Generator Holiday Activation

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