Maynards Jouster insitu

Maynards Bassetts has brought its Set The Juice Loose outdoor and digital campaign back for 2023.

Running until mid-August, the return of the award-winning brand campaign will tap into the nostalgia of the iconic sweet brand, with a focus on the ‘juiciness’ of the portfolio. This summer’s advertisements will depict Wine Gums and Jelly Babies under attack from a series of figurines including ‘Jouster’, ‘Archer’, and the ’Diver’ - that are all desperate to Set The Juice Loose in battle scenes that are meant in jest and to bring a smile.

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. By putting the delicious taste of our sweets at the heart of the campaign visuals, we hope to remind shoppers of the reason why Maynards Bassetts sweets are favourites – their juice!”

To take advantage of the increased brand awareness that these playful OOH activations will bring, the company says retailers should ensure they’re well-stocked on Wine Gums and Jelly Babies.