Maynards’ cute mug shots

The company has turned its candies into criminals with a campaign and contest promoting its 'most wanted' sweets.

Maynards is promoting its candies as Canada’s most wanted snacks in a national campaign that turns the Sour Patch Kids into juvenile delinquents.

Along with the Kids, Swedish Berries, Fuzzy Peaches, Original Gummies and Sour Cherry Blasters have all been labelled outlaws and had their mug shots posted across the country. According to the posters, the products have run afoul of the law in different ways (e.g. Original Gummies are wanted for ‘jaw-walking’ and Fuzzy Peaches for ‘disturbing the peach’).

The OOH campaign, which has been rolled out across Montreal, Toronto, Vancouver, Edmonton, Halifax and Ottawa, is meant to bring all of the Maynards treats under the one brand umbrella, Michelle Lefler, manager, corporate communications, Cadbury, tells MiC.

‘The campaign’s designed to remind Canadians that Maynards is the power brand of candy,’ she says. ‘Under the Maynards master brand is many of Canada’s most beloved treats, including Fuzzy Peach, Sour Cherry Blasters and Swedish Berries.’

Cossette Communications did the media planning and MediaVest handled the buy. Grip was in charge of creative.

The campaign runs until Oct. 24 and is targeting 13- to 24-year-olds, with the bullseye on 18 to 24.

The candy company has also incorporated smartphone QR codes in the posters so passersby can ‘capture’ the candy and, through the Maynards Facebook page, turn in the criminals for a chance to collect the $25,000 reward.

The posters have been placed in high-traffic areas where the desired demo is hanging out, particularly near universities, colleges and transit stops, as well as in places where people are more likely to be considering a candy purchase, like at movie theatres and near convenience stores.