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.