Minute Maid Zero Sugar “Sells Itself”

Our answer to launching a global brand campaign for Minute Maid Zero Sugar was to riff and improvise our way through. “Sells Itself” took a look inward to get inspiration. If all the effort went into the great taste, no effort was left for anyone/anything else. No effort for scripts, pretty drink shots and other shiny things.

We kicked this off with “The Big Nothing”, featuring Minute Maid Zero Sugar. Jon Hamm was there too. A series of spots also ran through our high-performing OTT and OLV partners.

Even less effort was put into our product-centric spots. Big bottles and bigger words.

We dared influencers on TikTok to #GiveUsNothing, meaning, do absolutely nothing for Minute Maid Zero Sugar. And they did(n’t).

Our OOH boards took only a few minutes to crack. To cap it all off, we partnered with MSG to create the World’s Smallest Sphere Ad. The drink sells itself, so we didn’t need all of the hoopla associated with The Sphere. Just a classy bouncy ball hopping around Vegas.

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RESULTS

1.4 Billion Total Impressions

675 Million Video Views 

2.2 Million Total Engagements across Social

+37% above benchmark for TikTok Branded Missions (18.2% Benchmark)

26% Sales Increase

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Production Company: Biscuit // Clay Weiner

Production Company: EPOCH // Carl Sundemo