AUSTRALIA | Allen’s Lollies has launched its newest equity campaign, ‘Bring the Fun.’
Bursting with colour and irresistible sweetness, the integrated campaign brings bright, bold, lolly-filled fun to Aussies.
The campaign captures 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.
“Since its inception in 1891, Australians have trusted Allen’s to deliver unforgettably sweet moments to all parts of life," said Melanie Chen, Head of Marketing - Confectionery at Nestlé.
"‘Bring the Fun’ reminds everyone that 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.”
These mundane situations are brought to life with humorous rapping and dancing when a bag of Allen’s lollies is shared. The suite of assets emphasises that even the most 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. The catchy track serves as the centrepiece of the campaign and is a nod to Allen’s history of iconic campaign jingles.
“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," said VML’s Group Executive Creative Director, Stu Turner.
"‘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 campaign is live across Australia on Broadcast Video on Demand, Online video, Social media, LiSTNR audio partnership and Out-of-home.
