Minute Maid Sells Itself in Zero Sugar Spots Starring Jon Hamm

Minute Maid Zero Sugar, the category-leading innovation from The Coca-Cola Company, proudly unveils its inaugural 360-integrated global marketing campaign, ‘Sells Itself.’  

Launching globally, the campaign kicks off with social and digital content featuring award-winning actor, Jon Hamm, along with additional creative featuring the Minute Maid Zero Sugar portfolio.   

The 'Sells Itself' campaign celebrates Minute Maid Zero Sugar as the effortless choice for a great tasting zero-sugar juice drink. Reflecting the brand's commitment to quality, the campaign's playful approach suggests that the product is so exceptional, it practically markets itself.  

"We are thrilled to launch the 'Sells Itself' campaign for Minute Maid Zero Sugar," said Katalin Czigler, senior director, global brand strategy, The Coca-Cola Company. "Our product is a true category innovator, offering great tasting zero-sugar juice beverages to fit consumer needs. It's bringing back former juice drinkers and attracting new fans who prefer zero-sugar options. With our brand’s ever-growing popularity in the beverage aisle, we’re confident this campaign will boost awareness and engagement.”  

Minute Maid Zero Sugar offers many of the flavours consumers know and love from Minute Maid with six delicious zero-sugar options, including Lemonade, Mango Passion, Pink Lemonade, Fruit Punch, Strawberry Lemonade and Pineapple available at select global retailers. 

The 'Sells Itself' campaign will be supported by an extensive marketing push across various platforms, including online video, social media content and cross-channel partnerships.  

"We are excited to partner with Jon Hamm to help kick off our first global marketing campaign for Minute Maid Zero Sugar,” continued Katalin. “Jon quickly captivates audiences across film and television, and given his strong comedic timing, he is the perfect partner for the ‘Sells Itself’ campaign, effortlessly leveraging his laid-back, approachable humour to highlight the easy decision-making process for purchasing Minute Maid Zero Sugar." 

In the ad spots, Jon shows up eager and ready to promote the product and then finds out he doesn’t have to do much since Minute Maid Zero Sugar’s great taste says it all.

“I’m honoured to help kick off Minute Maid Zero Sugar’s campaign – even though, as the ad suggests, the product doesn’t necessarily need celebrity endorsement because its great taste sells itself,” said Jon Hamm, actor and star of the new global campaign. “It’s refreshing to work with a brand that is not only loved by consumers but is also willing to have a little fun with its marketing campaigns. Although it is confusing that they’re asking me to write this quote when they specifically and explicitly told me I had to do, and I quote, ‘nothing’...” 

The campaign was delivered by Studio X, the execution arm of WPP Open X, and supported by X&O, Essence Mediacom, United Talent Agency, Zeno Group and Ogilvy.