What it had to solve
Remind the nation how juicy Wine Gums and Jelly Babies are, and tap the nostalgia of the original line to win back lapsed fans.
The idea
Wine Gums and Jelly Babies are under attack from tiny figurines desperate to release the juice inside, turning 'Set the juice loose' into a battle scene.
How it works
VCCP London had a 'Jouster', an 'Archer' and a 'Diver' designed, 3D printed, hand-painted and aged, and worked with photographer Franck Allais on the final shots of them attacking the sweets. Publicis Media placed the posters in high-reach UK locations, using CACI data to target areas that index high for candy sales. The campaign ran from 19 July to 13 August.
What it did
The source is a launch announcement and reports no results. Mondelēz's Amy Lawson said the aim was to put the sweets' taste at the heart of the creative, and VCCP's David Masterman called it a 'smile-in-the-mind' poster idea.
Background
In July 2023 Maynards Bassetts and its agency of record, VCCP London, launched another out-of-home campaign for the 'Set the juice loose' line, following the hit 'I Spy Maynards' work of the previous summer. The brand aimed it at lapsed fans.
The posters depict Wine Gums and Jelly Babies under attack from a series of collectible figurines. Desperate to release the juice the sweets contain, a 'Jouster', an 'Archer' and a 'Diver' were designed, 3D printed, hand-painted and aged before being photographed. Publicis Media used CACI data to put the posters where candy category sales index high.
Why it lands
The physical, handmade figurines make a simple pun feel crafted.
It builds on the brand's recent record of big, bold OOH.
Targeting by candy-sales data puts the posters where buyers already are.
What you can take
A simple, physical visual joke can carry a long-running line across years of posters.
Since then
The announcement records no outcome beyond the run dates.
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