Enter Hamm: “He’s laid back, approachable and fun, with a great sense of humor, and he transferred his personality to the campaign,” Czigler said.
Along with the Hamm ads, Minute Maid Zero Sugar is running a series of non-celebrity spots focused on the product. The voiceover on those ads is similarly light-hearted and fun, Czigler added.
The campaign will run online and on social channels, extending through out-of-home, paid social, audio and podcast ads, influencer partnerships and experiential activity.
Last year, parent brand Minute Maid also debuted its first global campaign.
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