Battle scenes are not what you’d generally associate with fruity sweets, but VCCP is aiming arrows, spears and swords at Maynards Basset’s Wine Gums and Jelly Babies for a new OOH campaign.
The idea is to “set the juice loose,” and the combatants, fittingly, are a series of non-threatening figurines. VCCP is reviving an old line for the brands and giving it a new twist.
Amy Lawson, senior brand manager, Mondel?z 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 ECD at VCCP London, said: “In our increasingly complicated world, what a joy it is to make some properly simple, smile-in-the-mind, posters.”
MAA creative scale: 7