The Strategy Behind Minute Maid Zero Sugar's Choice of Jon Hamm for Juice Promotion

A product that practically sells itself presents a unique challenge for brand marketers. While having a high-quality product is enticing for customers, it can also lack excitement. Minute Maid Zero Sugar is taking on this challenge with its new global campaign, "Sells Itself," aiming to boost sales for the healthier beverage option introduced in 2020. The focus is on attracting consumers who typically avoid juice due to its high sugar content, as zero-sugar options become increasingly popular within Coca-Cola's product range.

According to Alex Ames, creative director of nutrition at The Coca-Cola Company, the main goal is to reach out to those who are skeptical about juice. Many consumers are concerned about the sugar content in juices, and there is a need to raise awareness about Minute Maid Zero Sugar among this group.

"Sells Itself" uses a playful approach to promote Minute Maid Zero Sugar to skeptics, focusing on its straightforward appeal. Actor Jon Hamm stars in new ads where he prepares to sell the product, only to realize it practically sells itself. One ad shows Hamm in a suit practicing the tagline "great taste, zero sugar" in front of a mirror before a voiceover chimes in.

The narrator mentions that they initially wanted Jon Hamm to appear in their Minute Maid Zero Sugar ad, but ultimately realized that the great taste and zero sugar spoke for themselves without the need for a celebrity endorsement. Therefore, they decided to shoot the ad without him.

The commercial concludes with Jon Hamm approaching the set, only to find it dark and empty. In a different ad, Hamm shows up on set ready to film, but is rushed by the production team to hold up a bottle of Minute Maid Zero Sugar and deliver his lines. It becomes clear to the "Fargo" actor that the hurried rehearsal is actually the ad itself, ending with him questioning, "Are we rolling?" In addition to the Hamm-led ads, there are also videos focusing solely on the product, showcasing the beverage front and center.

Minute Maid Zero Sugar's initial paid media push is centered on digital and social platforms, which offer improved targeting and greater flexibility for showcasing different creative concepts. The campaign "Sells Itself" was led by Studio X, a part of WPP's specialized Open X division for Coca-Cola, with support from X&O, Essence Mediacom, United Talent Agency, Zeno Group, and Ogilvy.

"“Sells Itself” will be featured on platforms like Spotify, iHeartRadio, Meta, and Snapchat, as well as various streaming services. The campaign will also include a 24-hour Pinterest search page takeover and Coke’s debut of the TikTok Branded Mission feature. This feature allows advertisers to gather content from a diverse group of creators and turn successful videos into ads, aligning with the campaign's overall message. The TikTok creator brief was straightforward, asking creators to focus on doing less to sell a product. According to Ames, the key question was, “If you’re someone who does the most, how do you do the least?”

Lightening things up

"Building on the success of the previous brand refresh for Minute Maid, 'Sells Itself' is part of a larger marketing effort to bring this iconic product back into the spotlight," shared Ames. The initial phase of the campaign, "Filled with Life," was Minute Maid's first global initiative that introduced a fresh new look with warmer colors and a softer typeface.

In recent years, we haven't been giving as much attention to Minute Maid for various reasons. The first step taken was the global relaunch," explained Ames. "We wanted to introduce a new palette and a fresh concept of what Minute Maid represents - vitality, and how we incorporate fruit and juice into that."

As Coke increases its focus on Minute Maid, the "Sells Itself" campaign took a light-hearted approach to messaging and production. Hamm was chosen as the celebrity face due to his reputation as a skilled pitchman in popular culture," mentioned Ames, pointing out Hamm's dedicated section on his Wikipedia page for his work with companies like Mercedes-Benz and H&R Block. Throughout its history, Minute Maid has effectively used pitchmen, with previous ambassadors including Bing Crosby and Robert Loggia.

Hamm and director Clay Weiner had the freedom to come up with great ideas for the "Sells Itself" campaign because the brief was simple. The shoot even finished ahead of schedule, something that was a first in Ames' career.

Ames mentioned that when they arrived on set, they didn't have an approved script. They had some script ideas, but Ames believed that no one could outdo Hamm in the end.

Simplifying the Sales Process

"Sells Itself" still includes some traditional media buys like out-of-home placements in busy areas. However, the emphasis has moved away from the traditional broadcast channels of the past. The commercials will now be shown on platforms such as Vizio, Hulu, Amazon, Roku, Canela Media, BET, YouTube, Fuse, and One Digital.

Minute Maid is one of the companies taking advantage of Amazon's new ads on Prime Video, which started in late January. Some users were initially surprised by this change. Amazon's integration of ads with its popular e-commerce platform fits well with the "Sells Itself" idea. Ames mentioned that they are also exploring opportunities with other platforms to increase product sales.

Ames highlighted the benefits of advertising on Amazon, emphasizing its wide reach and direct link to online retail.

He continued, "I believe there aren't many media channels out there that have the same connection to retail media. When we're promoting a product that isn't a new car, having the ability to display content near the point of purchase right away helps to simplify the process."

Editor's P/S:

The "Sells Itself" campaign for Minute Maid Zero Sugar is a clever and effective way to reach skeptical consumers. By using a playful and self-aware approach, the campaign highlights the product's key attributes—great taste and zero sugar—without resorting to hard-sell tactics. The use of Jon Hamm as the celebrity face is also a strategic move, as his reputation as a skilled pitchman adds credibility to the campaign's message.

Overall, the "Sells Itself" campaign is a well-executed and innovative approach to marketing a product that practically sells itself. By focusing on the product's strengths and using a light-hearted and self-aware approach, the campaign is likely to resonate with consumers and drive sales. Maid's willingness to embrace new advertising channels that enhance product sales and simplify the purchasing process.