Is the Juice about to be loose?
We’re bringing back Maynards Bassetts’ award-winning ‘Set the Juice Loose’ platform with a fresh, slightly precarious twist for the summer.
The new installation turns shopping centre lifts into high-stakes traps, with defenseless Wine Gums and Jelly Babies on one door slowly closing in on a wall of metal spikes on the other.
Shoppers can spot the lift takeover across major UK shopping centres, including Brent Cross, Liverpool, Newcastle, Manchester and Watford. To complement the interactive doors, nationwide OOH posters feature kitchen utensils like blenders, juicers and corkscrews coming dangerously close to setting the juice loose.
The multi-channel campaign runs across OOH and social media through the end of September.
"We’re excited to bring another playful evolution of ‘Set the Juice Loose’ to life this summer. The lift executions showcase the character of our Jelly Babies and Wine Gums, creating those moments of tension and anticipation. We hope the campaign will surprise and delight shoppers while putting the delicious, juicy taste of Maynards Bassetts front of mind."
Alexandra Sweeney-Lui, Brand Manager at Maynards Bassetts
"We love putting our Jelly Babies and Wine Gums in precarious situations. There’s something joyous about watching the lift doors close and seeing a Jelly Baby inch closer to a wall of spikes. It creates a lovely moment of tension whilst you imagine exactly what’s about to happen."
David Masterman, Executive Creative Director, VCCP