Maynards Bassetts ‘Sets the Juice Loose’ in High-Stakes Lift Takeover

This summer Maynards Bassetts is upping the ante in its latest playful chapter of its long-standing, award-winning ‘Set the Juice Loose’ campaign. Crafted by global creative agency of record, VCCP, the new instalment once again sees Britain’s favourite Wine Gums and Jelly Babies placed in precarious situations.

Following wins at the Campaign Big and Creative Circle Awards, as well as topping Campaign’s ‘Best Outdoor’ list in 2023, the campaign returns this summer to bring a moment of tension to everyday shopping centre lifts.

In a series of bespoke lift executions, the right-hand door features a defenceless Wine Gum or Jelly Baby, while the left-hand door showcases 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? 

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

Alexandra Sweeney-Lui, brand manager at Maynards Bassetts, said, “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, said, “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 bold and playful 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 multi-channel campaign will run across OOH and social across the UK, launching in August until the end of September. Media planning and buying was managed by Publicis Media UK.