Coke Zero™ and Kevin Hart Team up to Bring Comedian’s Kevin Hart: Let Me Explain to Theaters across the Country

  Coke Zero™ and Kevin Hart Team up to Bring Comedian’s Kevin Hart: Let Me
  Explain to Theaters across the Country

  Partnership Builds on Male-Focused “It’s Not Your Fault…Enjoy Everything”
                              Marketing Campaign

Business Wire

ATLANTA -- June 17, 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.

Kevin Hart enjoys a refreshing Coca-Cola Zero while on-set at the taping of
the Coke Zero "Theater S ...

Kevin Hart enjoys a refreshing Coca-Cola Zero while on-set at the taping of
the Coke Zero "Theater Seats" TV spot promoting his new movie, Kevin Hart: Let
Me Explain (Photo: Business Wire)

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 (June 12),
New York City (June 19), Atlanta (June 21), and Los Angeles (June 27). 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.”

“I’m excited about releasing Let Me Explain and working with Coca-Cola Zero to
bring it to the masses,” said Hart. “The movie and Coke Zero share a similar
view on not making excuses for a man being a man. We have reasons why we do
what we do and most start with, we’re men. So it’s okay to play video games
all night, talk junk with your boys or pretend you’ve worked out harder than
you have – that’s what men do. Coke Zero says that’s cool and so do I.”

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.

For more information on the Kevin Hart: Let Me Explain movie tour and hotline,
follow @CokeZero on Twitter or like the Coca-Cola Zero page on Facebook. Lucky
consumers can win VIP passes to the private screenings through promotions with
partnering radio stations in each of the Coke Zero screening markets.

About The Coca-Cola Company

The Coca-Cola Company http://www.coca-colacompany.com/index.html (NYSE: KO) is
the world's largest beverage company, refreshing consumers with more than 500
sparkling and still brands. Led by Coca-Cola, the world's most valuable brand,
our Company's portfolio features 16 billion-dollar brands including Diet Coke,
Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply,
Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks. Through the
world's largest beverage distribution system, consumers in more than 200
countries enjoy our beverages at a rate of more than 1.8 billion servings a
day. With an enduring commitment to building sustainable communities, our
Company is focused on initiatives that reduce our environmental footprint,
support active, healthy living, create a safe, inclusive work environment for
our associates, and enhance the economic development of the communities where
we operate. Together with our bottling partners, we rank among the world's top
10 private employers with more than 700,000 system associates. For more
information, visit Coca-Cola Journey  at www.coca-colacompany.com, follow us
on Twitter at http://twitter.com/CocaColaCo or check out our blog, Coca-Cola
Unbottled, at www.coca-colablog.com.

About HartBeat Productions

HartBeat Productions is an entertainment company created by comedian Kevin
Hart. The company produces, film, TV, live and digital entertainment for
distribution across all digital platforms including theatrical, television,
and emerging digital technologies. For more on HartBeat Productions and “Kevin
Hart: Let Me Explain” visit http://www.kevinhartnation.com/ and
http://www.youtube.com/HartBeatProductions.

About Regal Entertainment Group

Regal Entertainment Group (NYSE: RGC) operates the largest and most
geographically diverse theatre circuit in the United States, consisting of
7,350 screens in 578 theatres in 42 states along with Guam, Saipan, American
Samoa and the District of Columbia as of May 23, 2013. The Company operates
theatres in 46 of the top 50 U.S. designated market areas. We believe that the
size, reach and quality of the Company’s theatre circuit not only provide its
patrons with a convenient and enjoyable movie-going experience, but is also an
exceptional platform to realize economies of scale in theatre operations.
Additional information is available on the Company’s Web site at
www.REGmovies.com.

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Contact:

Coca-Cola North America Group
Melina Baetti, 404-676-1533
mbaetti@coca-cola.com
or
PRecise Communications
Tracey Bowen, 404-983-3727
tracey@precisecomm.net
 
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