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.