Maynards’ Set the Juice Loose campaign for wine gums and jelly babies began in the UK in 1993, with a TVC featuring a dancing Scotsman. It was allowed to rest after three years until 2020 when global creative agency of record, VCCP, began the campaign that is running now. It has won awards and made Brits smile since then. Those awards include the Campaign Big and Creative Circle Awards, as well as topping Campaign’s Best Outdoor list in 2023.  

A new instalment once again puts Britain’s favourite Wine Gums and Jelly Babies in precarious situations, this time everyday shopping centre lifts.

In a series of lift executions, the right-hand door features a defenceless Wine Gum or Jelly Baby, while the left-hand door shows a terrifying wall of metal spikes. As the doors close, shoppers are left holding their breath in a high-stakes game of elevator roulette – will the sweet survive, or will the juice finally be set loose?

The lift executions, created by agency team, Fran Barona and Lizzie Eastwood, alongside creative directors, Daniel Glover-James and Elias Torres, are live in shopping centres across the UK, including Brent Cross, Liverpool, Newcastle, Manchester, and Watford. 

Alexandra Sweeney-Lui, brand manager at Maynards Bassetts, stated, “We’re excited to bring another playful evolution of ‘Set the Juice Loose’ to life this summer. The lift executions showcase the character of our Jelly Babies and Wine Gums, creating those moments of tension and anticipation. We hope the campaign will surprise and delight shoppers while putting the delicious, juicy taste of Maynards Bassetts front of mind.”

David Masterman, executive creative director at VCCP, added, “We love putting our Jelly Babies and Wine Gums in precarious situations. There’s something joyous about watching the lift doors close and seeing a Jelly Baby inch closer to a wall of spikes. It creates a lovely moment of tension whilst you imagine exactly what’s about to happen.”

The campaign is supported by nationwide OOH displaying last year’s posters, Corkscrew, Juicer and Blender. The OOH shows kitchen utensils threateningly close to Jelly Babies and Wine Gums, very nearly setting the juice loose. 

The full campaign covers OOH and social across the UK, from August 21 until the end of September. Media planning and buying was managed by Publicis Media UK.

Credits 
Client: Mondelez (Maynards Bassetts)

Advertising Agency: VCCP
Executive Creative Director: David Masterman
Creative Director: Daniel Glover-James & Elias Torres 
Creatives: Fran Barona & Lizzie Eastwood
Managing Partner: Matt Smith
Senior Account Director: Bella Johnston
Account Executive: Ilyria Remington
Group Planning Director: Gethin James
Senior Planner: Bethan Wotton

Content Creation Studio: Girl&Bear
Creative Producer: Jade Harrison
Senior Creative Artworker: Toby Kadir
Senior Designer: Maria Quiroga
Design & Artlab Resource: Yasmine Moridi & James Perry

CGI Artist: David McLeod
Retouching: Stanley’s Post