Mondelēz Worldwide’s confectionary model Maynards Bassetts has launched a vibrant Out Of Home (OOH) marketing campaign all through London, themed ‘Set The Juice Unfastened’. Working with VCCP London, the playful marketing campaign options a number of the model’s traditional treats, like its Wine Gums and Jelly Infants.
The posters re-energise the marketing campaign’s playful tagline, introducing varied collectible figurines aiming on the Maynards Bassetts candies to unleash their juice. Wine Gums and Jelly Infants stand strong on one half of the billboard, whereas the opposite half sees a jouster, archer, and diver prepared to fireplace.
The figurine collectables have been created by VCCP London and photographer Franck Allais. Every collective was personally designed, 3D printed, painted by hand, and aged to realize an genuine battle-worn look.
Relating to the marketing campaign, Mondelēz Worldwide’s Senior Model Supervisor, Amy Lawson, acknowledged: “We’re thrilled to carry a joyful twist to our Set the Juice Unfastened marketing campaign this 12 months with the ambition to place the scrumptious style of our sweets on the coronary heart of this artistic and produce a smile to those that will see it.”
The marketing campaign posters shall be seen in high-traffic areas to drive most impression and model consciousness. The media technique and shopping for are executed by Publicis Media, utilizing CACI knowledge to determine places with excessive sweet gross sales to focus on patrons.
Maynards Bassetts’ ‘Set The Juice Unfastened’ was launched in 2020 and was the model’s first commercial since 2016. Hoping to re-engage with shoppers and instil larger product function, the model’s current artistic executions goal to spark conversations and strengthen its market positioning.
