Kraft Foods’ Maynards has partnered with Digital Cinema Media (DCM), the UK market leader in cinema advertising, to become the first brand to take over DCM’s prestigious 10’’ closing ident for the launch of its new product Maynards Sour Patch Kids.
The ident, created by Jump, plays on the idea that it is being ‘taken over’ by the Maynards Sour Patch Kids matching the theme in the soft candy’s ad campaign. The ad campaigns show the characters doing something cheeky, mischievous or naughty representing the initial sour taste of the sweet, followed by something loving and fun representing the sweetness that follows. Creative will run in selected films and cinemas, made possible by DCM’s recent digital switch allowing advertisers the freedom to tailor bespoke campaigns and access to precision scheduling. The media concept was devised, planned and implemented by Jonathan Greenfield at PHD Network.
After a few seconds the closing ident starts to weave around the screen as if the film has come off the sprockets in the projector and the sound starts to distort. The advert then cuts to a scene showing a guilty looking Maynards Sour Patch Kid stood next to a projector that has film spooling madly off the reels. In the final scene we see the character lovingly hugging the DCM logo as it spins back into place.
Maynards Sour Patch Kids is the latest addition to the Kraft Foods candy portfolio and has five colour and flavour offerings. Each character’s unique taste offers a sour sensation, followed by a fruity flavour ending on a sweet note.
Zoe Howe, Senior Brand Manager for Candy at Kraft Foods, said: “We all love sharing sweets in cinemas while watching a great film and taking over DCM’s ident is an essential part of our marketing campaign for Maynards Sour Patch Kids. Bringing our characters to life on the big screen will be a treat for everyone.”
Jeremy Playle, Sales Director at DCM said: “This is the first time that a brand has taken over our ident. We reach an average of 2.75m people with our idents every week and this cheeky execution will help Kraft Foods raise awareness of Maynards Sour Patch Kids amongst a truly engaged audience.”