Minute Maid Zero Sugar juice drink doesn’t need Jon Hamm, according to Jon Hamm. It sells itself. It’s a fun idea – Jon Hamm is an attention-magnet and his “authority” as an adman is a subtle bonus.

The campaign, by Studio X, part of  WPP Open X for the Coca-Cola Company, leads with three social and digital videos in which Hamm doesn’t star in a Minute Maid Zero Sugar but highlights that the product is exceptional anyway.

The full Sells Itself campaign will cover 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,” stated Katalin Czigler, senior director, global brand strategy, the Coca-Cola Company. “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.” 

Jon Hamm, added, “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’…

Credits
Client: The Coca-Cola Company (Minute Maid)
Agency: Studio X
Media: Essence MediaCom
PR: Zeno Group & Ogilvy North America
Agent: United Talent Agency