Stay ahead – join The Drum+

Coca-Cola and Ogilvy & Mather make history with ‘Drinkable Billboard’ at NCAA final four

Coca-Cola and Ogilvy & Mather debuted the first-ever drinkable billboard at last week’s final four NCAA college basketball game in Indianapolis.

The 26 by 36-foot billboard which dispensed Coke Zero through 4,500 feet of straw was just one aspect of the brand’s ‘drinkable’ campaign, which also included mall kiosks, a concert, and drinkable flyers, which gave consumers a coupon for a free drink.

“This campaign is based on the simple insight that many people think they know the taste of Coke Zero, but they actually don't,” said Racquel Mason, the vice president of Coca-Cola North America. “Drinkable advertising is an innovative approach to removing barriers and making it ridiculously easy for those who are open to try Coke Zero to enjoy it in fun and unique ways.”

This marks the first time a campaign has delivered a product directly to consumers from a billboard.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy