Global Campaign Shows How Minute Maid® Zero Sugar ‘Sells Itself’


Minute Maid® Zero Sugar, the category-leading line of zero-sugar juice drinks that has built a loyal and growing fanbase since launching in 2020, stands on its own without promotion or advertising thanks to its great taste and zero sugar.

That’s the core message of the brand’s first global marketing campaign, ‘Sells Itself,’ which launches this week with social and digital content featuring award-winning actor Jon Hamm. A suite of lighthearted creative celebrates Minute Maid Zero Sugar as an effortless choice with the tongue-in-cheek premise that all the efforts that went into creating the delicious, zero-sugar beverages left little time for marketing. 

Minute Maid Zero Sugar offers many of the flavors consumers know and love from Minute Maid with six delicious zero-sugar options: Lemonade, Mango Passion, Pink Lemonade, Fruit Punch, Strawberry Lemonade and Pineapple. It’s the only zero-sugar juice drink in The Coca‑Cola Company’s global portfolio.

“By cracking the code on such a breakthrough innovation, we’ve brought back former juice drinkers and attracted new consumers seeking hard-to-find zero-sugar juice drink options that deliver great taste,” said Katalin Czigler, Senior Director, Global Brand Strategy. “Minute Maid Zero Sugar has been flying off the shelves without a dedicated marketing push, which speaks to the product’s quality.” 

‘Sells Itself’ aims to boost awareness and engagement by showcasing Minute Maid Zero Sugar’s unrivaled credentials in a fun, refreshing way.

“We’ve been waiting for the right moment to creatively shout to the world about what makes this product so special,” said Alex Ames, Senior Director, Content and Creative Excellence. “We haven’t talked about Minute Maid Zero Sugar until now because we haven’t had to—true to the campaign, the drink is so delicious it has been selling itself.” 

Award-winning actor Hamm was the perfect fit for this campaign based on his comedic timing, approachable personality and cross-generational cachet. 

“It was Jon Hamm or bust,” said Ames. “We wanted to pair this iconic brand with an equally iconic partner who could authentically channel the brand’s voice and the ‘Sells Itself’ campaign idea.”

In the ad spots, Hamm 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 honored 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 Minute Maid Zero Sugar 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. 

“The ‘Sells Itself’ campaign is a best-in-class example of The Coca‑Cola Company’s networked marketing model in action,” said Czigler. "It showcases the shift from traditional marketing to a digital-first approach that balances local relevance with global scale.”

Minute Maid Zero Sugar is a key growth engine of the Minute Maid portfolio, which offers a range of options catering to various lifestyles—including Aguas Frescas, Minute Maid Pulpy, 100% Orange Juice, lemonades and juice drinks. 

In 2023, Minute Maid unveiled a unified brand strategy, visual identity and campaign as part of a new, overarching global identity. 

What debuted in 1946 as a year-round orange juice now offers a diverse portfolio in more than 100 countries with a consistent brand positioning worldwide that harmonizes the global juice portfolio. 

“To be iconic, you have to look like an icon,” said Ames. “By cleaning up the visual identity with a more confident look-and-feel—and complementing it with the right tone and personality to recruit new consumers—we’re getting the juices flowing again on Minute Maid.”