Integrated agency Exposure has been formally retained by Maynards Wine Gums to develop a through the line campaign designed to build the Cadbury owned brand. The agency secured the business following a three way pitch.
Exposure’s work for the much-loved heritage brand will launch during 2009. Activity is likely to include an on pack initiative as well as digital, outdoor and radio support.
Maynards will be referencing their acclaimed Hootsman “Set the juice loose” TV advertising which was created for the brand in 1991. Exposure’s work will build on this iconic campaign, refreshing it and rolling it out across a range of channels.
Commenting on Maynard’s decision to appoint Exposure, Maynards Martin Driver said: “Exposure is an agency with great reach and flexibility. More importantly it delivers truly integrated communications and is able to access multiple media channels. Moreover, Exposure created a superb creative idea which pays tribute to and builds on the powerful Hootsman legacy.”
Robin Gadsby, Exposure managing director adds: “This is a great opportunity for us to demonstrate our integrated offer with highly visible communications for a popular fmcg brand. The Hootsman legacy is a great one to be working with and it’s an exciting challenge to be taking it across a fresh range of media and into new directions.
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