• by Teresa Buyikian , Yesterday

One “spiked” ready-to-drink cocktail has tapped a chef turned rapper as its first celebrity spokesperson.

Minute Maid Spiked has teamed up with East Coast hip-hop artist Action Bronson (and his many personas) for a new national campaign. The effort plays off Bronson’s varied and colorful background to highlight that “when it comes to a good time, there’s not just one way to enjoy it.”

Bronson began his career as a gourmet chef but pivoted to music in 2011. The artist utilizes a multitude of monikers, including “Bam Bam” for his hip-hop persona, “Bronsoliño” to play off his last name and his love of soccer, and “Mr. Baklava” as a nod to his Middle Eastern roots.

The campaign “invites fans to embrace every side of who they are, from "the dentist by day who DJs at night to the local bartender who draws cartoons between shifts.”  

“We know that people are more than just one thing, and the best moments can come regardless of what side is showing,” said Lou Grill, president of  Red Tree Beverages, which is a firewalled subsidiary of The Coca-Cola Company. “Action fully embodies that spirit authentically and unapologetically. The campaign is about celebrating that multi-dimensional, human energy alongside no-fuss flavors that fit seamlessly into any occasion.”

Created by agency Gertrude, the ads run on social media and OLV, as well as across Bronson’s socials. The shorts, such as seen here, show Bronson with two different personas each drinking a Minute Maid Spiked beverage.

The campaign is a continuation of the brand’s “No Muss, No Fuss, No Duh” effort, which highlights the ease of its RTD vodka and wine-based cocktails.

The brand currently offers flavored wine cocktails made with a citrus wine base in Lime Margarita, Strawberry Daiquiri, Piña Colada and Blue Hawaiian varieties, as well as vodka-based RTD offerings Vodka Lemonade (in classic and pink) Vodka Punch (in classic, tropical, berry and citrus flavors) and Vodka Lemonade Iced Tea.