Owning the off-day and refreshing the fan experience for Coca-Cola.
As part of a 22-year run with The Coca-Cola Company, MELT activated 18 NCAA Final Fours — building the Coke fan footprint at college basketball’s biggest weekend. The Final Four’s rhythm is unusual: a full off-day sits between the semifinals and the championship. MELT’s job was to own that day — giving fans somewhere to be, keeping the brand at the center of the host-city celebration, and refreshing the fan experience with sampling and content built new for each year’s city.
