Promoting its low-calorie drink, Coca-Cola has launched two different TV campaigns for Coke Zero in the UK and the USA. While the latter continues the March Madness with its «It’s Not Your Fault» message and focuses on the NCAA tournament— still a hot topic for the US audience right now, the European campaign showcases the «Taste the Possibility» ethos and offers to «taste the difference» between a regular Coke and Coke Zero.

Video: Coke Zero’s «Video Games» TV Commercial in the USA

A new TV spot called «Video Games» aired on CBS yesterday during the NCAA National Men’s Basketball Championship Final as the next phase of the «Enjoy Everything» campaign that started back in March with two humorous spots «Brackets» and «Gumbel». As a tournament comes to a close, with this spot the brand broadens its appeal to men’s interests beyond basketball, shifting the focus from sport-obsessed to video-game-addicted Coke Zero drinkers.

Video: Coke Zero’s «Taste Experiment» TV Commercial in the UK and some Nordic countries

For the UK and a number of North West European markets the brand has launched a taste-centric commercial that is based on the real taste test experiment conducted in a cinema. The video features people who bought a cup of Coke and were about to enjoy a movie.  But before the start of the film, a barman appeared and told them to pull out the second cup and check what they were drinking. Most of the visitors to the cinema were surprised that they had been drinking a Coke Zero instead of a regular Coke and didn’t notice any difference.

While the promotion for the USA draws on the men’s interests and habits, the UK campaign appeals to both male and female consumers, focusing on the intrinsic message of ‘Taste is Believing’ and proving that ‘Great Coke Taste’ and ‘Zero Sugar’ is possible.