Brand and Advertising Campaign

INPUT
Heading into a third successful year together, GERTRUDE and Red Tree Beverages (a subsidiary of The Coca-Cola Company) felt it was time to up the ante and pursue their first ever advertising campaign featuring a celebrity partnership. Showcasing their flagship Minute Maid Spiked brand, this campaign needed to feature a partner that embodied the spirit of the beverage itself—bold, versatile, and never just one thing. Built on this concept of ‘duality’, the Minute Maid Spiked line of alcohol ready-to-drink (ARTD) beverages has a product for every mood or occasion, to appeal to every person's varying sides. That is why multi-hyphenate Action Bronson was the perfect celebrity partner. As someone with many sides (chef, rapper, TV star, painter, wrestler) and multiple self-titled monikers - Bam Bam, Mr. Baklava, Bronsoliño - he personifies the insight that no one is defined by just one thing. Action Bronson stars in the new brand campaign, and with the help of visual and special effects artistry, perfectly captures ‘duality’ by way of a second head on the back of his own—a surreal and striking portrait of his duality.

OUTCOME
The new campaign's tagline is Minute Maid Spiked, “FOR EVERY SIDE OF YOUR GOOD TIME.” and includes film, streaming, out-of-home, retail, digital, social, and an AI-based app that allows consumers to “dualize” themselves, creating their own surreal double-headed portrait. And this is just the beginning. The dual-headed universe of Minute Maid Spiked expands across all media with Action Bronson and new characters making their presence felt at cultural moments throughout the campaign run.