Müller Yogurt & Desserts has embraced ’90s nostalgia with a full-on Magic Eye optical illusion campaign from creative design agency VCCP London.
The retro-styled campaign has been created to mark the return of the fan-favourite Müller Corner Mississippi Mud Pie Inspired, which has been brought back by popular demand as the brand “dials into its own 90s heritage”.
At the heart of the campaign is the resurrection of the Magic Eye craze which took the ‘90s by storm – a series of 3D optical illusions which proved to be almost impossible for many to decipher. Tapping into the nostalgia of the pictures, the campaign looks to appeal to a new Gen Z audience who missed out on the craze the first time round.
Working with the original Magic Eye team in Boston, Massachusetts, Müller Yogurt & Desserts and VCCP collaborated closely to design an authentic illusion, which reveals the retro flavor.
View this post on Instagram
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The omnichannel launch was supported by the illusion, which had been adapted specifically for the key formats of social media and PR, as well as out of home and fly posters, which were carefully placed in high footfall retro shopping areas.
The first set of posters were designed to tease fans with clues hidden in the Magic Eye puzzles, before being replaced by a second set of designs which reveal that the favourite flavour is back.
VCCP London creative directors, Emma Houlston and Colin McKean said the project has “been a blast from the past from start to finish”.
“We’re buzzing to bring some ’90s-style wide-eyed good vibes to everyone who remembers Mississippi Mud Pie- Inspired Müller Corner and Magic Eye from first time round, while introducing them to a new generation. We can’t wait for people to see the work (or at least try to), hear the soundtrack, and taste the product – because every bit is an absolute ’90s banger.”
“From fashion, footwear, and summer film releases, to Insta filters and TikTok trends, 90s aesthetics are having a moment,” said Müller’s strategy and marketing director Toby Bevans.
“Consumer research told us there was massive potential in dialing into our own ’90s heritage by bringing back one of our most-loved and sorely missed flavours.”
The consumer PR campaign will be run by Ogilvy PR, while media has been planned and executed by Essence Mediacom.
