Coca-Cola has signed up American football star Troy Polamalu, of the Pittsburgh Steelers, to feature in a new Coke Zero advert.

Polamalu will play the character of Mean Troy in the ad, which will air on 1 February during NBC's broadcast of Super Bowl XLIII, expected to attract nearly 100m viewers.

Following its debut, the 30-second advert will continue to air, with an expanded 60-second version planned to run in movie theatres across the country.

Coca-Cola Zero, launched in 2005, grew by 35% in 2007 and maintained this level of performance up to the end of August 2008, said the soft drinks giant.  

The brand reached a 1.5% share of the sparkling soft drink category last summer, it said, citing Nielsen data.