Coca Cola to base Coke Zero marketing on football

Coke Zero will now try to secure its place in the male market, playing up to English football fans in its next campaign.

Using the line, "Football without the downside" after a controversial launch campaign, the company only hopes this will gain attention.

One ad with the line, "Blind dates without the psychos" was withdrawn after complaints to the Advertising Standards Authority.

Coca-Cola will use its ties with the Football League for Coke Zero, through a football-themed 'buy a player' on-pack promotion. The campaign, which begins in March, will also offer one consumer the chance to win GBP 10,000.

The Coke brand has a strong association with football. England and Manchester United star Wayne Rooney has been prominent in ads for Coke Zero, while his fiancé has appeared in promotional work for Diet Coke.

Diet Coke was signed up as a sponsor for an ITV2 reality show based on 10 footballers' wives and girlfriends joining forces to run a fashion boutique.

Source: euFootball.BIZ © Copyright 2006 - All rights reserved.