Coca-Cola launches March Madness ‘fight song’ and custom glass sipper
These are real size 11 basketball sneakers.
Coca-Cola celebrates with fans and connects with their most secret tournament stories – students, alumni, and supporters who power their teams through every bracket-busting moment.
Inspired by the iconic Coca-Cola contour bottle and basketball’s connection to sneaker culture, the Coca-Cola Glass Sipper is a special size 11 basketball sneaker-shaped cup designed to honor the team and fan base whose tournament journey exceeds expectations the most.
Determination through surprises and perseverance is not simply a given. It’s earned and will be given to the team and fan base whose tournament journey exceeds expectations. The race begins after the standings are complete, and one Coca-Cola Glass Sipper will honor one team from each tournament.
Rather than treating March Madness as a single fan experience, Coca-Cola’s campaign highlights the traditions, chants, and “If You Know, You Know” moments that define each school community. The updated creative builds on Coca-Cola’s “Fight Song” television commercial, which highlights the deeply local fan rituals and school pride throughout the tournament.
Soft drink company will run fan-focused outdoor advertising throughout the tournament in cities hosting March Madness, combining campaign messaging with highly relevant, customizable creative in digital outdoor advertising.
Credits:
All images courtesy of Coca-Cola.
