Müller revives a 90s classic with massive optical illusion

At the heart of the campaign lies the resurrection of a craze that took the 90s by storm, Magic Eye, a series of books featuring 3D optical illusions that proved almost impossible to decipher for many. Working with Magic Eye Inc in Boston, Massachusetts, Müller Yogurt & Desserts and its agency VCCP collaborated closely to create an authentic illusion.

As well as outdoor ads, the campaign includes a series of social media short films set to the ultimate comeback tune, Renegade Master by ADOR v Britni Fraser.

Toby Bevans, strategy and marketing director at Müller Yogurt & Desserts, said: “From fashion, footwear and summer film releases to Insta filters and TikTok trends, 90s aesthetics are having a moment. Consumer research told us there was massive potential in dialing into our own 90s heritage by bringing back one of our most-loved and sorely missed flavors – Müller Corner Mississippi Mud Pie-Inspired. So now all those superfans who’ve been petitioning us for its return can, at last, get a taste of that 90s icon.”

The campaign is the first phase of the relaunch of the Müller Corner Originals range under the ‘The Icon That Liberates Us to Play’ brand platform.

Creative directors Emma Houlston and Colin McKean at VCCP London added: “This project has been a blast from the past from start to finish. We’re buzzing to bring some 90s-style wide-eyed good vibes to everyone who remembers Mississippi Mud Pie-Inspired Müller Corner and Magic Eye from the first time around while introducing them to a new generation. We can’t wait for people to see the work (or at least try to), hear the soundtrack and taste the product – because every bit is an absolute 90s banger.”

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