Coke Zero Sugar leans into gaming to reach Gen Z college football fans

Dive Brief:

Coca-Cola Zero Sugar is angling to reach college football fans this fall with a campaign that puts a heavy focus on gaming, according to a press release.
The better-for-you soft drink has partnered with Electronic Arts to serve as the exclusive packaged goods sponsor of EA Sports College Football 25. A co-branded online hub unlocks in-game rewards when players scan a code on Coke Zero Sugar packaging.
Coke Zero Sugar on Aug. 19 began running TV creative that captures fan excitement when watching nail-biting games. The brand will also visit 14 partner campuses to engage students with sampling and gaming experiences.

Dive Insight:

Coke Zero Sugar’s latest college football campaign speaks to the rising importance of gaming to connect with young audiences. Members of Gen Z, many of whom are college-aged, have shown a high preference for the hobby, opening new inroads for brands that are contending with a decline in what were once mainstay sports marketing channels, including linear TV. The effort is part of Coke Zero Sugar’s “Best Fan Ever” messaging platform, a sports-themed extension of a “Best Coke Ever?” campaign launched in 2021.

Coke Zero Sugar is enriching its gaming strategy by working with publisher EA on the release of its latest college football title. The brand is sponsoring College Ultimate Team (CUT) packs, a highly valued in-game reward. Participants can visit the Coke Zero Sugar x EA Sports College Football 25 Hub and scan their packaging to access the CUT packs. On-campus experiences will also feature game nights where students can play EA Sports College Football, which retails for close to $70, for free.

Other on-pack promotions will lead consumers to a microsite where they can enter to win prizes, including merchandise, gift cards and the chance for an expenses-paid trip to see their team play.

The brand’s TV push, which will run throughout the season, extends past gaming to highlight general sports passion. The lead ad, “Scream,” depicts fans (and one goat) in a variety of venues, from stadium stands to a laundromat, as they scream at the top of their lungs witnessing on-field nail-biters. The creative, developed with agency Cartwright, technically debuted last fall but remains an important part of the marketer’s college football playbook.

Coke Zero Sugar said it is also employing digital ads, paid and organic social, influencer marketing, search, streaming audio and out of home for the campaign, though details on those elements were scarce.