Müller ad brings back the 90s fad of Magic Eye illusions

VCCP London has collaborated with the creators behind the 90s pop culture phenomenon to create its own trippy puzzles.

27 July 2023

If you were to launch an advertising campaign to alert audiences of a new flavour of Müller Corner, typically, you’d want the audience to be able to see the product. But VCCP London has gone in a different direction with its latest work. Teaming with Müller, the agency has produced a series of optical illusions to advertise the return of the much-missed flavour Mississippi Mud Pie.

The concept behind the campaign is that the advert will reveal the Mississippi Mud Pie yoghurt the longer you look at it. VCCP has collaborated with Magic Eye Inc® to design an authentic Magic Eye illusion – a type of artwork which often features hidden puzzles. The phenomenon took the world by storm in the 90s, at the same time Mississippi Mud Pie had its debut.

According to VCCP, the campaign seeks to secure a new Gen Z fan base for the flavour, tapping into nostalgia to reinforce the “playfulness” of the brand. Apparently the new campaign also came from a genuine demand for the return of the product. “For years fans have been pleading for the return of Müller Corner Mississippi Mud Pie,” a release explains, “[from] government petitions to Meta community groups, to fans contacting Müller directly”.


VCCP / Magic Eye: Müller (Copyright © VCCP, 2023)

The first set of fly posters and OOH executions feature clues teasing fans about the new campaign; Müller says they will be replaced by a second set of designs, announcing the return of the flavour.

“From fashion, footwear, and summer film releases, to Instagram filters and TikTok trends, 90s aesthetics are having a moment,” Müller strategy and marketing director Toby Bevans says. “Consumer research told us there was massive potential in dialling into our own 90s heritage by bringing back one of our most-loved and sorely missed flavours – Müller Corner Mississippi Mud Pie Inspired.”

GalleryVCCP / Magic Eye: Müller (Copyright © VCCP, 2023)

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VCCP / Magic Eye: Müller (Copyright © VCCP, 2023)

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Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. In January 2023, they became associate editor, predominantly working on partnership projects and contributing long-form pieces to It’s Nice That. Contact them about potential partnerships or story leads.

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