Coca-Cola Zero Brand Campaign
Client: Coca-Cola
Strategic campaign to position Coca-Cola Zero as the go-to tailgate drink for college football fans across SEC campuses.
Overview
Led research and strategy for a comprehensive brand campaign aimed at positioning Coca-Cola Zero as the primary tailgate beverage among male college students and alumni during football season (August–December 2025).
Research & Insights
Conducted primary research via Qualtrics survey, collecting 370 responses that exceeded our target. Key findings revealed that only 26% of tailgaters drink soda at events, presenting a significant opportunity. 68 respondents use regular Coke as a mixer versus only 19 for Coke Zero — highlighting a clear positioning gap.
Strategy
Developed a three-pronged approach: increase consumption through mixer positioning, drive sales via campus partnerships, and grow social engagement through influencer content. Targeted SEC campuses including LSU, Georgia, and Alabama.
Key Tactics
- Jack Daniels Partnership: Established Coca-Cola Zero as the official mixer pairing for game day drinks
- Influencer Campaign: Engaged campus creators to produce tailgate content featuring Coke Zero
- Greek Life Activation: Targeted the 37% of respondents in Greek organizations with tailored campus events