Allen’s Lollies has launched its newest campaign, ‘Bring the Fun’ with VML.
The campaign aims to capture the everyday people caught in routine moments, from parents giving up their weekends to attend a kid’s birthday party or university students buried in library study sessions brought to life with humorous rapping and dancing when a bag of Allen’s lollies is shared.
The suite of assets emphasises that mundane moments can be elevated with a little sweetness shared.
The campaign debuts an original song, ‘I Bring the Lollies’, created in collaboration with VML, Massive Music and Nestlé, serves as the centrepiece of the campaign and is a nod to Allen’s history of iconic campaign jingles.
“Since its inception in 1891, Australians have trusted Allen’s to deliver unforgettably sweet moments to all parts of life,” Melanie Chen, Head of Marketing – Confectionery at Nestlé, said.
“‘Bring the Fun’ reminds everyone when you bring a bag of Allen’s lollies, you are bringing more than just a bag of lollies, you are bringing the fun to any occasion.”
VML’s Group Executive Creative Director, Stu Turner said: “Our inspiration for this campaign was sparked by the playful energy that Allen’s embodies. We set out to bridge the gap between life’s everyday moments and the simple joy of a packet of lollies. ‘Bring the Fun’ affirms that Allen’s lollies are synonymous with good vibes, but most importantly fun.
“That’s the essence of the Allen’s brand and what this campaign encapsulates.”
The agency’s campaign is live across Australia on Broadcast Video on Demand, Online video, Social media, LiSTNR audio partnership and Out-of-home.
Credits
Client: Nestlé:
Melanie Chen – Head of Marketing – Confectionery (parental leave)
Shannon Wright – Head of Marketing – Confectionery
Monique Ellis – Marketing Manager
Alex Lincoln – Senior Brand Manager
Jonathan Theos – Brand Manager
Agency: VML
Stu Turner – ECD
Cameron McDonald – Senior Art Director
Shaun McMahon – Senior Copywriter
Richard Plocki – Strategy Director
Samantha Scheidler – Group Account Director
Becky Holwerda – Senior Account Manager
Production: Photoplay
Sarah Adamson – Director
Emma Thompson – Executive Producer
Massive Music
Media: Openmind