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.