Mondelēz International’s confectionary brand Maynards Bassetts has launched a vibrant Out Of House (OOH) campaign throughout London, themed ‘Set The Juice Loose’. Working with VCCP London, the playful campaign features some of the brand’s classic treats, like its Wine Gums and Jelly Babies.
The posters re-energise the campaign’s playful tagline, introducing various figurines aiming at the Maynards Bassetts candies to unleash their juice. Wine Gums and Jelly Babies stand solid on one half of the billboard, while the other half sees a jouster, archer, and diver ready to fire.
The figurine collectables were created by VCCP London and photographer Franck Allais. Each collective was personally designed, 3D printed, painted by hand, and aged to achieve an authentic battle-worn look.
Regarding the campaign, Mondelēz International’s Senior Brand Manager, Amy Lawson, stated: “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.”
The campaign posters will be seen in high-traffic areas to drive maximum impact and brand awareness. The media strategy and buying are executed by Publicis Media, using CACI data to identify locations with high candy sales to target buyers.
Maynards Bassetts’ ‘Set The Juice Loose’ was launched in 2020 and was the brand’s first advertisement since 2016. Hoping to re-engage with consumers and instil greater product purpose, the brand’s recent creative executions aim to spark conversations and strengthen its market positioning.
