TWO HEADS ARE BETTER THAN ONE
Why Action Bronson is Minute Maid Spiked's First Ever Celeb Partner
Red Tree Beverages (RTB), a subsidiary of The Coca-Cola Company, teamed up with long-term agency partner GERTRUDE INC. to produce RTB's first ever advertising campaign featuring a celebrity partnership, for its flagship Minute Maid Spiked brand. They knew simply picking a celebrity wasn't enough, they wanted to find a talent partner whose personal brand equity was perfectly aligned with the brand’s core creative concept and messaging—built on a universal insight about consumer ‘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 this by showcasing a second head on the back of his own—a surreal and striking portrait of his duality.
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.
The spots hero the dual-headed Action Bronson as ‘Bam Bam’ and ‘Baklava’ meandering through a laid-back backyard scene, enjoying good times with Minute Maid Spiked among good friends. The setting perfectly merges the cultural GOAT with the brand's everyday ‘no fuss, no muss, no duh’ attitude. As he mingles, the viewer catches glimpses of the double head, and the anthem spot punctuates in profile with both ‘Bam Bam’ and ‘Baklava’ grabbing and sipping two different Minute Maid Spiked flavors and both heads declaring Action Bronson's signature phrase: “F*ck That’s Delicious.”
And this is just the beginning. The dual-headed universe of Minute Maid Spiked continues to expand across all media with Action Bronson and new characters making their presence felt at cultural moments throughout Summer 2026. And no matter the occasion or the side of you showing up, Minute Maid Spiked has a flavor to match—featuring its delicious range of products spanning Flavored Wine Cocktails (Lime Margarita, Strawberry Daiquiri, Pina Colada, Blue Hawaiian), Vodka Lemonade (Pink & Yellow), Vodka Punch (Classic, Tropical, Citrus, Berry), and its newest offering for this year—Vodka Lemonade Iced Tea.
