A product that sells itself is a little bit of a double-edged sword for model entrepreneurs. Certain, high quality alone is sufficient to lure consumers in, however the place’s the enjoyable in that? Minute Maid Zero Sugar is tackling the outdated business adage head-on with its first world marketing campaign, “Sells Itself,” a bid to drive larger gross sales frequency for the better-for-you beverage choice that launched in 2020. Mainly, the model is angling to transform juice-averse customers who affiliate the class with excessive sugar counts as zero-sugar choices grow to be a development driver throughout guardian Coke’s portfolio.
“We’re in search of juice skeptics,” mentioned Alex Ames, artistic director of diet at The Coca-Cola Firm, in an interview. “The primary barrier to juice is sugar, and customers, we’ve discovered, weren’t as conscious of Minute Maid Zero Sugar as we’d need them to be.”
“Sells Itself” takes a tongue-in-cheek strategy to selling Minute Maid Zero Sugar to nonbelievers, in search of to emphasise an unfussy positioning. In a sequence of recent adverts, actor Jon Hamm prepares to hawk the product, solely to appreciate that his doing so is redundant. One spot depicts Hamm, wearing a pointy swimsuit and tie recalling his Don Draper days, as he rehearses the strains “nice style, zero sugar” in entrance of a mirror earlier than a voiceover kicks in.
“We needed Jon Hamm to be in our Minute Maid Zero Sugar advert,” the narrator says. “However nice style and nil sugar didn’t want Jon Hamm to be within the advert in any respect … so we shot it with out it him.”
The industrial closes with Hamm strolling as much as the shoot solely to step onto a darkened, barren set. In one other advert, Hamm arrives on a studio lot to start filming and is rapidly confronted by a manufacturing group that hurries him to carry up a bottle of Minute Maid Zero Sugar and browse his strains. It dawns on the “Fargo” star that the rushed rehearsal may really be the advert, with the video closing on him asking in befuddlement, “Are we rolling?” Complementing the Hamm-led artistic are purely product-centric movies that put a bottle of the beverage entrance and heart.
Minute Maid Zero Sugar is focusing its first paid media effort on digital and social, channels that present higher focusing on and extra flexibility for working variations of artistic, in line with Ames. Studio X, the execution arm of WPP’s bespoke Open X unit for Coke, spearheaded “Sells Itself.” Extra marketing campaign help was offered by X&O, Essence Mediacom, United Expertise Company, Zeno Group and Ogilvy.
Spotify, iHeartRadio, Meta and Snapchat are among the locations the place “Sells Itself” will seem, together with a number of streaming platforms. Extra components embody a 24-hour Pinterest search web page takeover and Coke’s first use of a TikTok Branded Mission function that enables advertisers to crowdsource content material from a various pool of creators and flip well-performing movies into adverts. Becoming with the marketing campaign’s bigger ethos, the TikTok creator temporary was easy.
“What’s you doing much less to promote a product? Should you’re somebody who does probably the most, how do you do the least?” mentioned Ames.
Protecting it gentle
“Sells Itself” builds on a refresh for the bigger Minute Maid model that kicked off final 12 months, the primary leg of a advertising program to get the decades-old product “again to iconicity,” in line with Ames. “Full of Life” was Minute Maid’s first world marketing campaign and launched a unified new look inclusive of hotter colours and a softer typeface.
“Through the years, for lots of causes, we haven’t been spending as a lot time with Minute Maid. Step one was that world relaunch,” Ames mentioned. “We would have liked to begin with that new palette and that new concept of what we stand for with vitality and the way we carry fruit and juice into that.”
Whereas Coke is ramping up its ambitions for Minute Maid, “Sells Itself” saved issues gentle on the messaging and manufacturing entrance. Hamm was picked because the celeb face as a consequence of his function in popular culture as a “consummate pitch particular person,” mentioned Ames, noting the actor’s Wikipedia web page has a devoted part to his work for corporations corresponding to Mercedes-Benz and H&R Block. Minute Maid has a wealthy historical past of leveraging pitchmen, with previous representatives for the orange juice and lemonade purveyor together with Bing Crosby and Robert Loggia.
As a result of the temporary was so easy, Hamm and director Clay Weiner had room to riff on “Sells Itself,” resulting in among the marketing campaign’s greatest concepts and takes. The shoot additionally wrapped early, which Ames believed was a primary in his profession.
“After we went on set, we didn’t even have an authorized script,” mentioned Ames. “We had some script objects, however nobody’s going to out-Hamm the Hamm.”
Flattening the funnel
“Sells Itself” has some conventional media buys, corresponding to out-of-home placements in high-traffic areas. However for probably the most half, the main focus has shifted away from the published channels that outlined the Crosby and Loggia days. The commercials will run on Vizio, Hulu, Amazon, Roku, Canela Media, BET, YouTube, Fuse and One Digital.
Minute Maid is among the many entrepreneurs which are leaping on Amazon’s introduction of adverts to Prime Video, a change that took impact in late January to some person consternation. Amazon’s capability to hyperlink adverts with its bustling e-commerce market aligned with the “Sells Itself” idea, and Ames mentioned his group is working with different platforms to seek out endemic methods to get product shifting.
“The beauty of Amazon and the advert tier is it has that breadth, in addition to that connection to retail,” mentioned Ames.
“I don’t assume there are a number of choices on the market which are as massive of media channels with that connection to retail media,” he continued. “After we’re promoting a product that isn’t shopping for a brand new automobile, having that immediacy of having the ability to run this content material close to the purpose of buy helps to flatten the funnel.”
