Set the juice loose

It's time to bring back one of the catchiest lines in British advertising.

From Dr Who to dancing Scotsmen, and from the Beatles to Basil Brush, Wine Gums and Jelly Babies have earned their fair share of famous fans and famous advertising over the last century. So, when tasked with breathing new life into one of the nation’s favourite brands, VCCP chose to look to the juicy history of Maynards Bassetts for inspiration.

In an increasingly competitive candy category, the task for Maynards Bassetts was to reassert the brand as a leader, and remind the nation of the brand’s heritage of bringing high quality, delicious sweets to market for over one hundred years.

What better way to do this than bringing back one of the catchiest lines in British advertising?

From the 7th of September, across outdoor and digital, Maynards Bassetts will be asking the nation to ‘Set the juice loose’ once more.

Maynards Bassetts will be showcasing the barely containable, mouth-wateringly juicy qualities of some of their favourite sweets across a dozen creative executions -- so full of flavour that they are about to burst out of their advertising. When you see the eye-catching work out and about, you’ll also notice that each execution has been made bespoke for its environment, right down to how the shards of glass crack.

Chapter one of the revitalisation of Maynards Bassetts is a celebratory product showcase that aims to get the brand back on the radar of the British public. Keep your eyes peeled for even more “juice-loosing” over the coming months. 

Elise Burditt, Associate Director Joyful & Refreshing Candy UK&IE at Mondelez, said: “We are thrilled to be getting the iconic Maynards Bassetts brand back on air. We hope people enjoy the fun new twist on our classic campaign as we look to remind everyone of the deliciously juicy experience of eating a Wine Gum or Jelly Baby.”

David Masterman, Creative Director at VCCP, added: “’Set the juice loose’ was one of the lines that made me want to be in advertising, we’re picking up where the Scotsman and the moose left off.”