New Licorice Advertising Campaign Really Packs a Wallop

Wiley Wallaby licorice makes its TV debut with spots from Gabriel deGrood Bendt

MINNEAPOLIS - Wiley Wallaby Australian-style licorice (a division of KLN family brands) isn't your same-old licorice. It's thicker, juicier, and chewier. In short, it really packs a wallop. That distinction is made abundantly clear in the new advertising campaign created by Minneapolis-based marketing services agency Gabriel deGrood Bendt (GdB).

The TV spots star a harmless-looking wallaby character who appears to people who are about to enjoy the licorice. Instead of bite and smile, Wiley delivers bite and biff! The lovable marsupial cold-cocks people, sending them flying. Of course, no one gets hurt. It's more of a "hurt so good" kind of thing.

The commercials will air in the Midwest region during select Minnesota Twins post-game shows on Fox Sports North. Twins fans can also watch for Wiley before Twins games on Target Field Plaza, handing out samples of the mouth-watering new licorice with a Down Under flavor.

Creative Team:
Creative Directors: Doug deGrood/Tom Gabriel
Art Director: Wayne Thompson
Writer: Doug deGrood
Agency Producer: Hallee Conkey
Account Team: Mark Razidlo/Kris Fitzpatrick
Director: Josh Thacker
Creative Editorial & Compositing: Josh Thacker, Jake Parker
Original Music, Sound FX, Final Mix: Modern Music

About GdB
Gabriel deGrood Bendt (GdB) is a full-service marketing and advertising agency based in Minneapolis. Current clients include Activision video games, Barber Foods, Danze faucets, Gillette Children's Specialty Healthcare, Hamline University, Michael Foods, Nuveen Investments, Samsung, The Science Museum of Minnesota, Summit Brewing Company and Zebco fishing gear.

GdB has been continually recognized for its outstanding strategic and creative work in both traditional and digital media. Most recently, GdB won a Gold OBIE Award from the Outdoor Advertising Association of America. The agency has also won several EFFIE awards and is a two-time winner of the American Association of Advertising Agencies O'Toole Award.