Go the Distance

Coca-Cola has launched a new 360-degree fall sports marketing campaign, created with Cartwright and Superprime Films, to spotlight how Coca-Cola and Coca-Cola Zero Sugar keep fans refreshed so they can bring their full energy to every moment of the game. At the heart of the campaign is a new TVC, Go the Distance, which celebrates the passion and commitment of away team fans — those doing the “thirstiest work” in college football. The spot will run throughout the season across major networks including ABC, NBC, FOX, ESPN, TNT and more, as well as on digital and social platforms.

The fan-first initiative extends far beyond TV, with a robust mix of digital activations, paid media, outdoor advertising, in-stadium promotions, commerce, and shopper marketing. On campus, Coca-Cola will engage fans directly through tailgates, sampling, and interactive experiences. The Fan Work is Thirsty Work Tour will distribute ice-cold Coca-Cola and Coca-Cola Zero Sugar at 53 partner schools across the country, with additional stops at select pro football tailgates, reinforcing the brand’s role in celebrating and refreshing the “Best Fans Ever.”