Cadbury retains Exposure for Maynards campaign

Exposure has been retained by Cadbury to work on its Maynards Wine Gums brand following a pitch with two undisclosed agencies. The integrated agency has been charged with creating new marketing activity for the New Year.

The campaign will include an on pack initiative as well as digital, outdoor and radio support. It will continue the “Set the juice loose” campaign, originally launched in 1991.

In April, Cadbury relaunched the TV ad featuring the jingle “Juice loose ’bout this hoose”. It ran for four weeks and formed part of the brand’s £2.4m marketing spend. The ad features an upbeat Scotsman dancing and singing the jingle after eating Wine Gums.

The original ad, produced by Aardman Animation, had been updated and aired in 10 and 30-second spots, with a second wave of advertising broadcasted in August.

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