Allen's Lollies has launched a new brand campaign, 'Bring the Fun', highlighting how mundane moments can be transformed into enjoyable experiences through the simple act of sharing lollies.

Created by VML, the campaign features the original song, 'I Bring the Lollies'. The song was developed by the agency, in collaboration with Massive Music, and Nestlé. The campaign's musical element is a nod to Allen's history of iconic campaign jingles, aiming to evoke nostalgia while promoting the brand's core message.

The 'Bring the Fun' campaign is being rolled out across multiple platforms in Australia. These include Broadcast Video on Demand, Online video, Social media, a LiSTNR audio partnership, and Out-of-home advertising. This multi-platform approach is designed to reach a wide audience and reinforce the campaign's message across various media channels.

Head of Marketing - Confectionery at Nestlé, Melanie Chen, said: "Since its inception in 1891, Australians have trusted Allen’s to deliver unforgettably sweet moments to all parts of life. ‘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."