Maynards
Promotional Campaign
An element of fun was needed to add excitement and boost sales in a tired and cautious marketplace.
Originally a pitch win for a Maynards Wine Gums on-pack promotion, the concept grew to incorporate their entire range of confectionary resulting in a full through-the-line campaign.
The original concept was deliberately tongue-in-cheek and heralded the return the popular 'Lootsman' character.
The pitch-winning idea was initially showcased on-pack.
The final look and feel was developed with artwork supplied by a commissioned illustrator.
The creative was originally applied to their Maynards Wine Gums product.
But the campaign proved so successful it was quickly adapted to fit on their entire confectionery range.
Other media proposals included press, outdoor and digital advertising, on-pack and in-store communications as well as PR events such as dressing the entrance to Carnaby Street.
Facebook game app and ad banners.
Trade and in-store communications.
© Neil Thomas
