Minute Maid created the ready-to-drink juice category 75 years ago and is now consumed by nearly half of American households. However, the brand has lost relevance and excitement among consumers. The launch of Minute Maid Zero Sugar in 2020 has been a successful innovation that turned into a multi-million dollar brand as well as the share leader in Diet & Light FDAs. Despite its success, supply has been challenged in keeping up with market demand.

Minute Maid Zero Sugar finally unlocked new capacity in 2023 and is ready to fully realize the brand’s potential. In the meantime, competitors like Florida's Natural and Tropicana have also launched their own Zero Sugar line-ups, posing a threat to Minute Maid's leadership in the space. The key objective is to establish Minute Maid Zero Sugar as the go-to zero sugar brand for juice drinkers and drive desirability.

Minute Maid Zero Sugar has such great taste that it doesn’t need great ads. Which is just as well. Because TikTok users are becoming increasingly "annoyed" and "bored" with an ever-growing number of adverts asking for their attention. To launch Minute Maid Zero Sugar onto the platform we asked the audience for something no other brand was … nothing.

Our ads are not ads at all but rather an opportunity for the audience to take a break from everyone else’s. We asked the TikTok audience to stop scrolling, to take a break from consuming or making ads and just #GiveUsNothing. We give Zero and ask for zero in return. (There's zero sugar in the product that's why this is smart, ok?).

Minute Maid juice drinkers are a mindset audience built on folks who are filled with life. Some enjoy drinking zero sugar and see it as a healthier juice alternative while others remain skeptical as they won’t compromise on taste. To appeal to both groups, we aimed to engage through taste while making Minute Maid Zero Sugar a more acceptable choice for various occasions.

Traditionally, the juice category relies on one-way, branded and aggressive marketing tactics, even on entertainment platforms like TikTok. However, research shows that 66% of US consumers want fewer marketing messages. More so, 44% of daily TikTok users prefer branded CPG content that is fun and entertaining. Therefore, for Minute Maid Zero Sugar, we chose to launch the brand on TikTok and engage with our audience rather than talk to them. To accomplish this authentically, we decided to let TikTok creators take the lead and do the talking.

To launch our anti-ad campaign, we utilised TikTok's premium ad placement, Branded Mission, which was a first for The Coca-Cola Company in the US. Branded Mission is TikTok's industry-first ad solution that drives brand equity, community engagement and creator discovery by incentivising creators to produce branded content in exchange for potential rewards (i.e. cash and video views). However, instead of following the conventional approach of crowdsourcing creator content that often still feels forced and branded, we took an unconventional route. We asked our audience to simply do nothing but feature the product, giving them complete creative freedom with an open brief.

Nearly one thousand creators felt creatively inspired and gave their unique twist to the brief, depicting a ton of different consumption moments. Over 30 top-performing creator videos were then boosted, amplifying our hashtag challenge #GiveUsNothing and inspiring our audience to follow suit.

In less than 7 days, we received nearly 1000 creator submissions that blew us away with their creativity and exceeded TikTok's UGC norms by nearly 3X.

31 top-performing creator videos were turned into ads, generating 6M engagements and an impressive 18.2% engagement rate that surpassed the TikTok benchmark by 37% and the Coca-Cola (US) benchmark by a whopping 400%.

#GiveUsNothing garnered 40M views and secured our position as the top-of-mind zero sugar juice brand on TikTok. In fact, we saw a 537% increase in organic follower growth and a remarkable 83X increase in search for Minute Maid Zero Sugar. Additionally, Ad Age featured us in their must-see creator and influencer trends.

With an overwhelming 96% positive sentiment, comments such as "now that's a TikTok-worthy ad" praised our innovative marketing approach. Even negative comments like "least noticeable marketing - that juice looks so good though" highlighted the success of our campaign.