Make Your Face A Maynards
Make Your Face read every detail of this campaign below, Or if your Face hates reading, make your hand click play on this recap video.
maynards is a masterbrand, with a lot of delicious sub brands, but not everyone knew that.
Mondelez wanted to build some equity in the Maynards name. Candy lovers knew what Sour Patch Kids were and loved Swedish Berries, but for most people, Maynards didn’t stand for much.
We built an entire campaign around the one thing an entire generation wanted.
Focussing strictly on candy fans would have been a logical place to start, but we cast the net wider and considered a cultural force that was influencing an entire generation. Fame. With the rise of seemingly normal people gaining fame online, it became something young millennials (they were young at the time) relentlessly chased and believed they could get. We gave the “Me Generation” exactly that - a legit shot to be cast in the sweet glow of pop culture’s spotlight, not as the next Kardashian, but as the next Maynards candy.
Make Your Face A Maynards gave candy lovers a chance to become their favourite candies. literally.
One person’s face would ultimately be selected and sold in stores across the country. People uploaded their faces to a custom Facebook site and previewed what they’d look like on a bag of Maynards. The interface was simple; people traced their faces, selected the Maynards candy they wanted to become, and chose a colour combo for their bag.
Seeing their bags helped people believe it was possible to be chosen. These videos helped with that too.
After completing the entry process, people received videos that helped them imagine what it would be like to win the contest. With a couple clicks, every candy lover could share their bags or these videos on social.
A national multi media campaign drove contest entries and worked hard to eliminate any doubt that this was a real opportunity.
A nation wide transit campaign reassured a cast of outrageous characters that YES! even they could be the next Maynards candy.
Some of the characters were inspired by pop culture archetypes at the time, like the charmingly tanned cast of Jersey Shore.
Prior to launch, The campaign won an internal pitch at Mondelez and earned a massive Million dollar boost in media support.
This let us extend the reach and overall scale of the campaign. We added TSAs, interior transit, some fun mall executions, and additional digital placements to the plan.
Transit Shelter examples.
Interior Transit executions.
Escalator wraps at movie theaters.
Interactive Mall Kiosks let people create their packs and share on social.
Banner ads let internet users turn faces into Maynards candies.
POS materials and LTO packaging closed the loop at point of purchase.
Click/tap to enlarge.
The “Wait, is this for real” tone carried over into Television.
We worked with MTV to produce these two spots for their network.
THe campaign got a lot of attention from the Canadian press and some notable American personalities like Anderson Cooper.
Anderson wanted to become a Sour Patch Kid and feature his pack on his show but, sadly when he found out the contest was only open to Canadians, he regrettably had to pass. Being the nice Canadians we were however, we still sent him a custom bag with his face on it. We felt bad… eh ;)
Tens of thousands of entries came in from all over the country, but only one would be crowned the next Maynards candy.
Yes some people tried to submit body parts that… weren’t their face. I know you were wondering. Since the campaign’s name listed the only body part eligible to become a candy however, we picked someone’s face to be the winner.
