British confectionery brand Maynards Bassets is launching the latest instalment in its long-running ‘Set the Juice Loose’ out-of-home creative platform.

Devised in partnership with London-based creative agency VCCP, this latest activation will look to target both long-time fans and a slightly younger 35 to 55 year-old audience.

Produced by VCCP’s global content creation studio Girl&Bear Studios, the historic brand’s creative sees a variety of everyday objects used stylistically to ‘set the juice loose’, such as a corkscrew or a blender.

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“We are thrilled to share our latest evolution of ‘Set the Juice Loose’. With this campaign we are tapping into the playful, juicy nature of our products in a way that highlights our taste appeal and puts our delicious sweets front of mind in the moments that matter,” said
Amy Lawson, senior brand manager at Mondelez.

To drive awareness and conversation, the posters will be placed in impactful and high-reach locations, all led by Publicis Media UK, with further placements with The Independent and Buzzfeed.

David Masterman, ECD at VCCP added: “The explosion of juice that happens in your mind when you see a Jelly Baby or a Wine Gum in these predicaments is juicier, and far more mouthwatering, than we could ever shoot.”