Beverage Industry

Coke Zero, ‘Hangover’ actor promote importance of ‘and’

July 2, 2012

Coca-Cola Zero, a brand of The Coca-Cola Co., Atlanta, partnered with actor Ken Jeong, star of “The Hangover” films and TV series “Community,” to show why “and” is always better than “or.”

Jeong stars in the “Say it Again” commercial in which he is forced to choose between two different movie genres. Inspired by his can of Coke Zero, Jeong performs his own rendition of the song “War (What Is It Good For?),” which substitutes the word “or” for “war.”

Best known as Mr. Chow from “The Hangover” films and Senor Chang from “Community,” Jeong makes it clear through song and dance that he’s not willing to compromise. Instead, he’s looking for romance and action, or as he says, “romaction.” He wants his love story combined with an alien invasion and won’t settle for choosing one over the other — just like Coke Zero drinkers.

“Ken Jeong is a refreshing, rising star, much like the role Coke Zero plays in our expansive portfolio of low- and no-calorie beverages,” said Katie Bayne, president and general manager of sparkling beverages for Coca-Cola North America, in a statement. “Coke Zero exists to fulfill people’s thirst for great-tasting refreshment while keeping calories in check. Staying true to that promise has made it one of our most popular brands.”

The new commercial, which debuted yesterday during the 2012 Black Entertainment Television (BET) Music Awards, is the latest tactic in a sustained, expanding marketing effort behind Coke Zero, which has been a part of the National Collegiate Athletic Association (NCAA) March Madness tournament and played a supporting role in the movie “Battleship.” Coming up, Coke Zero will take to the track at the Coke Zero 400 in Daytona, and hit the gridiron to celebrate football, the brand said.

“Coke Zero shows what it means to ‘Enjoy Everything’ by being everywhere people want to be,” Bayne said. “This new Coke Zero commercial with one of entertainment’s hottest talents is one of the many ways we continue to ramp up our focus on great-tasting low- and no-calorie beverages.”