New Coke Zero Ad Encourages NASCAR® Drivers to ''Cover Up''

ATLANTA--(BUSINESS WIRE)--As Coke Zero celebrates its fourth birthday, the infamous Coca-Cola “brand managers” are back, unleashing their latest attempt to sabotage Coke Zero and the NASCAR drivers who promote the brand’s REAL Coke taste and zero calories.

“use the one part of the car that no one has bothered to use for sponsorship yet”

After failing in previous commercials to convince the drivers to keep Coke Zero from taking the checkered flag and further encroaching on Coca-Cola’s turf, the brand managers have switched tactics by offering to “help out” this time.

“First they stole our REAL Coke taste, then they stole our drivers, but we’re past that and moving forward,” the brand managers tell the group of drivers, which includes Tony Stewart, Jeff Burton, Greg Biffle and Denny Hamlin. They suggest that the drivers, who are members of the Coca-Cola Racing Family, “use the one part of the car that no one has bothered to use for sponsorship yet” – the windshield – to make a bold statement for the Coke Zero brand.

The two new 60-second “Cover Up” spots were loosely scripted, underscoring the message that no-calorie Coke Zero tastes like Coke, but allowing for plenty of give-and-take between the drivers and the improv actors portraying the frustrated brand managers. The debut of the new ads coincides with Coke Zero’s fourth birthday. Coke Zero, which continues to see strong growth, is The Coca-Cola Company’s most successful sparkling brand since Diet Coke, which launched in 1982.

“With Coke Zero, we’ve shown it’s possible to combine REAL Coke taste and zero calories. The only thing that doesn’t seem possible is convincing our Coca-Cola brand managers to end their campaign against Coke Zero. Even members of the Coca-Cola Racing Family can’t do it,” said Bill Kelly, senior vice president, Coca-Cola Trademark Brands, Coca-Cola North America. “Of course, the harder they try, the more they remind people that Coke Zero tastes like Coke.”

The brand managers elicit a wide range of reactions as they pitch their idea to members of the Coca-Cola Racing and drape a giant Coke Zero sticker over the windshield of their cars, covering it almost entirely. In one ad, the Coca-Cola brand managers address Biffle’s safety concerns by saying, “I don’t know if it’s a 100 percent rating of safety, but you’re doing 200 miles per hour, so you’ve made some choices to begin with.” And when driver Elliott Sadler exclaims, “It’s really dark in there,” the brand managers ask him, “Well, are you a NASCAR driver or NA-SCARED driver?”

“I’ve been in a bunch of commercials, but the experience is always much different when we shoot Coke Zero ads,” said Burton. “It’s tough to keep a straight face around the improv actors that play the Coca-Cola brand managers and you have to be pretty quick on your feet to keep up with their impromptu style.”

The two 60-second versions of the Coke Zero “Cover Up” spot will debut during the TNT race broadcast of the Coke Zero 400 Powered by Coca-Cola on July 4^th at 7:30 p.m. The ads also will run in cinemas and will be available for viewing at www.CokeZero.com, along with behind-the-scenes footage from the filming of the spots at Lowe’s Motor Speedway in Concord, N.C. The ads were created by Crispin Porter + Bogusky of Miami and feature many members of the Coca-Cola Racing Family, a group of top drivers that includes Greg Biffle, Clint Bowyer, Jeff Burton, Denny Hamlin, Kevin Harvick, Bobby Labonte, Joey Logano, Jamie McMurray, Kyle Petty, David Ragan, Elliott Sadler, Tony Stewart and Michael Waltrip.

About The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world’s most valuable brand, the Company’s portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at www.thecoca-colacompany.com.