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By Audrey Kemp | LA reporter

February 23, 2023 | 4 min read

Basketball royalty Magic Johnson and Tamika Catchings intercept Lil Dicky and Travis Bennett’s game in Coke Zero Sugar’s NCAA March Madness campaign.

From Magic Johnson to Tamika Catchings, Coke Zero Sugar is taking a cluster of stars to the NCAA March Madness tournament with its ‘Best Coke ever?‘ campaign.

With two 30-second spots, the work highlights just how coveted the ‘Best Coke ever‘ is, now that Coke Zero Sugar is flush with a simplified packaging design and new formula, according to the brand.

In ‘Bodega‘, comedy duo Dave Burd (Lil Dicky) and Travis ‘Taco’ Bennett go head-to-head for a Coke Zero Sugar, only to be blindsighted by the best point-guard of all time, Earvin ‘Magic’ Johnson.

A similar scenario unfolds in ‘Diner‘, except WNBA champion Tamika Catchings robs her opponents of a Coke Zero Sugar.

The work builds on the idea that Coke Zero Sugar is worth “taking.” In early February, the brand tapped six influencers to swipe the beverage and created mobile games featuring characters called “taste takers.”

The television spots will premiere nationally on March 4 during the NCAA season finale between UNC and Duke and will run throughout the tournament.

In addition to the TV spots, Coke’s NCAA March Madness campaign will include outdoor advertising, sampling, commemorative cans and experiential activations in the NCAA Men’s and Women’s Final Four host cities – Houston and Dallas, respectively – as well as on-campus events at colleges and universities across the US.


Agency: Cartwright

Production: Smuggler

Editorial: Cartel

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VFX: Preymaker

Mix: Lime Studios

Music: Grayson Music Group

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