Minute Maid Spiked Gives Action Bronson a Second Head to Bring His Many Personas to Life
Apr. 2026 - Little Black Book
GERTRUDE launches the brand’s first celebrity-led campaign, with founder and CCO Otis D. Gibson telling LBB’s Addison Capper that Action “personifies the insight that no one is defined by just one thing.”
Minute Maid Spiked (MMS) is leaning into the idea that no one is just one thing, and putting multi-hyphenate Action Bronson front and centre.
In its first-ever celebrity-led campaign, created with GERTRUDE, INC, the ready-to-drink cocktail brand builds on the insight that people show up differently depending on the moment, a thinking captured in its new platform, ‘For Every Side of Your Good Time’.
Few embody that better than Action – a chef, rapper, TV host, painter, and more – who fronts the work with a surreal second head growing from the back of his own.
“Action Bronson is not only the no-nonsense, everyday-people kind of guy reflected in the Minute Maid Spiked consumer, he’s also the ultimate multi-hyphenate personality,” says Otis D. Gibson, founder and chief creative officer of GERTRUDE. “As someone with many sides and multiple self-titled monikers – Bam Bam, Mr. Baklava, Bronsoliño – he personifies the insight that no one is defined by just one thing.”
GERTRUDE’s approach focused on creating an authentic alignment between brand and talent, marking the first time Minute Maid Spiked has worked with a celebrity. Otis says the team anchored the campaign in the idea of consumer ‘duality’, bringing it to life through Action’s most recognisable sides: rapper and chef.
“His ‘dual-head’ represents these two identities,” says Otis. “‘Bam Bam’ is the rapper, and ‘Baklava’ is the chef, and the story unfolds with the two personas making up who he is, while each prefers a different flavour of Minute Maid Spiked.”
The setting for the spots, directed by Gravy Films’ Cameron Harris, is a backyard hang with friends. As ‘Bam Bam’ and ‘Baklava’ move through the party, the viewer sees nothing but a great vibe and great food, including a doner kebab, which Otis reveals Action requested for the spot. At the same time, he’s wearing his own-branded line of ‘Baklava’ clothing, with the spot ending on the star’s signature line: ‘F*ck That’s Delicious’.
“We also even added a spot to the campaign where he rhymes a scripted ‘drink responsibly’ message to give a nod to his musicality,” says Otis.
The campaign spans film, OOH, retail, digital, and social, alongside an AI-powered experience that lets consumers ‘dualise’ themselves, turning the core idea into something fans can ‘see’ from both sides.
“With permission to bring unconventional thinking, coupled with our clear strategy, the ‘dual-head’ concept was born,” explains Otis, adding the execution came to life with the help of an Oscar-winning hair and makeup team, visual and special effects artistry, and a production company partner in Gravy Films versed in infusing reality into surreal storytelling. “In this case, delivering a striking portrait of ‘duality’ via Action Bronson with a second head on the back of his own,” he adds.
GERTRUDE has spent the past three years working with Minute Maid Spiked’s parent company, Red Tree Beverages (a subsidiary of The Coca-Cola Company), shaping the brand’s strategy and creative output as its product portfolio has expanded.
“Now, at this moment in time,” concludes Otis, “we’ve built the momentum to level up with a very purposeful celebrity alignment that coincides perfectly with the launch of our new MMS tagline/platform, to catapult the brand to its next chapter.”