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Coke Zero promotes Kevin Hart's movie, his company produces TV spot and vignettes
(June 18, 2013) Coke Zero celebrates guys being guys and humorously defends all things male this summer when the brand teams up with comedian Kevin Hart to promote his highly anticipated new movie, Kevin Hart: Let Me Explain, which will be released nationwide on July 3.
Further substantiating the role of Coke Zero as a defender and celebrator of guy enjoyment, the brand has signed on to bring promotional screenings of Kevin Hart: Let Me Explain, to major markets this summer: Chicago, New York City, Atlanta, and Los Angeles. Coke Zero will host private screenings of the stand-up comedy film at participating Regal Entertainment Group theaters, and offer consumers an exclusive opportunity to walk the black carpet and see the movie before its official release on July 3. Sure to make the night even funnier, Hart is scheduled to make appearances at several of the previews.
"'Let Me Explain' builds on the current Coke Zero marketing platform, called 'It's Not Your Fault... Enjoy Everything," said Lauventria Robinson, Vice President, Multicultural Marketing, Coca-Cola North America Group. "We have teamed up with Kevin to take a lighthearted and satirical perspective on the stereotypical things that men do, while cheering guy moments of bonding and camaraderie. Coke Zero has given men the excuse that it's okay to be who you are; 'it's not your fault.' Kevin has their back with the opening line, 'let me explain.' It's a perfect partnership for a brand that celebrates men."
In addition to the tour, Hart's entertainment company, HartBeat Productions, will produce a TV spot and three digital vignettes for Coke Zero, promoting the new movie and the Coke Zero "Enjoy Everything" message. The hilarious 30-second TV spot, entitled "Theater Seats," will air on BET and TBS and also be posted online. This fall, the three digital vignettes -- all about Coke Zero through the lens of Kevin Hart: Let Me Explain -- will be released on the comedian's and the brand's various social media platforms.
"We are thrilled that Coke Zero is giving us the freedom to inject the HartBeat voice into these creative pieces to bring laughter to fans all summer long" said Leland "Pookey" Wigington, HartBeat Productions, Vice-President.
In addition, Coke Zero will take the "Let Me Explain" message on the road, stopping in select cities to offer product sampling and share the movie trailer, starring Hart, with local residents. Men will also be invited to confess how they enjoy the "good side of bad" on the Coke Zero/Let Me Explain Twitter hotline, using the hashtag #itsnotyourfault. The hotline will guide the "guy talk," giving men permission to do "manly" things and offering humorous "covers" in real-time.
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