Droga5's first major work for Coke Zero is set to break this weekend.
The first spots from the indie agency are closely tied to the NCAA men's basketball tournament, which kicks off with Selection Sunday this weekend.
In the TV ad which will begin airing tomorrow, two guys are working on their brackets in the office. As the boss approaches, one guy takes off, while the other drinks a Coke Zero and reassures himself he's doing the right thing by spending time on brackets rather than work.
Coke Zero has always targeted men, but with this new campaign it will seek to even more overtly appeal to men looking for no and low-calorie options. At the end of 2012, the brand's consumers were 57% male and 43% female.
"Our new campaign tasks the brand's voice to be the ultimate defender of guy enjoyment on the premise of not having to make any sacrifices. It celebrates guys being guys," said Pio Schunker, head of integrated marketing communications at Coca-Cola North America. "'It's not your fault' is based on the notion that the brand can and should be everywhere that guys bond and find camaraderie with one another - like sports, music and gaming."
Droga5 picked up U.S. creative duties for Coke Zero last August, following a review. Prior to the review, MDC Partners-owned CP&B parted ways with the brand after a seven-year run. Droga5 beat out other shops that were vying for the business, which included Publicis Groupe's Leo Burnett, MDC Partners'72andSunny, and WPP's Ogilvy.
"We have a great working relationship," Mr. Schunker said of Droga5. "They've done a great job of adapting to the needs of the business and their approach to each individual brand and project that they work on."
The new campaign includes a 30-second TV ad, a series of digital videos and a partnership with TBS's Conan. Co-branded promotional spots featuring Conan will begin airing March 20. The Conan Coke Zero Music Series will kick off March 6 with shows in Los Angeles, Austin and Atlanta over the next couple of weeks, leading up to the Final Four. Conan will also broadcast from Atlanta, home to this year's Final Four, April 1 - 4, with Coke Zero as a sponsor.