Fan Work Is Thirsty Work in Coke Zero's March Madness Campaign

This March Madness, Coke Zero Sugar is partnering with two former collegiate basketball legends, Jay Williams (Duke alum, ESPN analyst) and Aliyah Boston (South Carolina alum, WNBA star), to celebrate fans all March Madness long because Fan Work Is Thirsty Work.

NCAA fans exhaust themselves distracting foul shooters, which builds up a mighty thirst. The March Madness campaign revolves around the simple idea that being the best fan can be thirsty work – and don’t the best fans ever deserve the 'Best Coke Ever?' Showcasing that even legends in the sport are first and foremost fans of their alma maters, Jay and Aliyah can be seen cheering alongside the rest of us (and yes, getting refreshed by a delicious ice-cold Coke Zero Sugar!)

This year’s Coke Zero Sugar March Madness campaign is a continuation of its 'Best Coke Ever?' creative platform, and revolves around the simple idea that being the best fan can be thirsty work – and don’t the best fans ever deserve the 'Best Coke Ever?'

Throughout the March Madness tournament, Coke Zero Sugar will be highlighting fans and different student sections through the use of lower-third banners during TV broadcasts