Set the Juice Loose

Following the highly successful ‘I Spy Maynards’ campaign which grabbed the public’s attention last summer, Maynards Bassetts and agency of record, VCCP London are today launching another bold and playful OOH campaign to remind the nation just how juicy their favourite Maynards Bassetts Wine Gums and Jelly Babies really are.

Continuing with the iconic and award-winning Maynards Bassetts brand campaign ‘Set the juice loose’, VCCP London is once again re-energising the playful line with a modern twist for a new audience. Targeting lapsed fans the campaign aims to tap into the nostalgia of the original and much loved sweet brand, Maynards Bassetts.

Maynards Bassetts over the last couple of years have not shied away from creating big and bold OOH work. And this year is no different. Cementing itself as the brand that loves OOH, the brand’s latest campaign depicts delicious Wine Gums and Jelly Babies which are under attack from a series of collectible figurines. Desperate to release the juice that the sweets contain, the battle scenes are meant to bring a smile.

To bring the playful images to life, ‘Jouster’, ‘Archer’, and the 'Diver’ were all designed, 3D printed, hand-painted, aged and VCCP worked with photographer Franck Allais to create the final shots.

To drive awareness and spark conversations, the posters will be placed in impactful and high reach locations to drive maximum impact. The media strategy, executed by Publicis Media, will also use CACI data to target consumers located at areas which index high with Candies category sales.

Amy Lawson, Senior Brand Manager, Mondelēz International said: “We are thrilled to bring a joyful twist to our Set the Juice Loose campaign this year with the ambition to put the delicious taste of our sweets at the heart of this creative and bring a smile to those who will see it”

David Masterman, Deputy Executive Creative Director at VCCP London added: “In our increasingly complicated world, what a joy it is to make some properly simple, smile-in-the-mind, posters.”

‘Set the Juice Loose’ is live from today in the UK until 13th August. The media strategy and buying was realised by Publicis Media.