The campaign broke yesterday and runs across TV, cinema and digital platforms, supported by point of sale marketing activity. Media buying is handled by PHD.
The TV and cinema ads demonstrate how the new product works and are voiced by comedians Matt Berry and Rupert Degas. The duo play jelly sweets who fit themselves together to create new flavours.
'Telephone' (above) features a lime sweet and a cinnamon sweet who call up a helpline to find out how to slot together to create a cola flavour, while in the 'Magic' spot an orange sweet tricks an unenthusiastic banana sweet into creating a bubblegum flavour.
The ad was directed by The Marquis of Hawaii and art directed by Avril Furness. Sam Hibbard was the lead creative and also acted as copywriter alongside Miles Carter.
The digital arm of the campaign, created by Fallon and Weapon 7, will launch in two weeks. The activity includes a Guzzle Puzzle jukebox accessed through YouTube and an online game of "pairs".