• by Fern Siegel , Yesterday

Minute Maid Spike, a group of flavored wine and ready-to-drink vodka cocktails, has kicked off its first campaign.

Brand agency Gertrude is responsible for the creative, which features rapper-cook Action Bronson promoting the product. Ads run on social media and OLV, as well as Bronson's social channels.

Bronson says the partnership clicks because "it's based on the message that you shouldn't have to pigeon-hole yourself into one category. I made a career out of that, and Minute Maid Spiked not only appreciates that but wants to celebrate it with everyone."

The Minute Maid Spiked portfolio includes wine coolers available in lime margarita, strawberry daiquiri, piña colada and blue Hawaiian. The campaign's idea is that the drinks, like people, aren't one-dimensional.

Lou Grill, president of Red Tree Beverages, a division of the Coca-Cola Company, noted: "Action fully embodies that spirit authentically and unapologetically.The campaign is about celebrating that multi-dimensional, human energy alongside delicious, no-fuss flavors that fit seamlessly into any occasion."

Gertrude's work include Mattel, Fisher-Price and Guinness.