Dive Brief:
- Coke Zero is running a series of television ad spots that count down toward Saturday's start of the college football season.
- The campaign, featuring the tag line "Zero Means It's Game Day," is closely tied to ESPN’s College GameDay program, and features a life-size bobble-head version of ESPN football analyst Lee Corso.
- The campaign is part of a broader effort by Coca-Cola to get younger males to drink the diet soda.
Dive Insight:
College football and diet soda? It's certainly not an obvious connection.
But presumably Coca-Cola knows what it's doing here. And that fact that this marks the second year that Coke Zero has done a campaign in connection with ESPN and college football suggests that last year's effort had some success.