No.1 it might be, but Haribo is a brand under constant threat. Confectionary is an increasingly competitive market, where promiscuous consumers buy on impulse driven by novelty. And there is always something new and interesting to buy. To help Haribo maintain its market leading position, we had to keep the brand mentally salient and emotionally relevant, reminding people why ‘kids and grown ups love it so’.

The appeal of Haribo transcends demographics. Put a pack on the table and people of all ages can’t help but dive in. Especially for parents, who do most of the buying, the brand provides an excuse to let your hair down and let out the inner child in all of us.

Our work for Haribo has always been highly impactful and engaging, capturing the childlike enthusiasm both young and old feel for the brand. But with our most recent campaign, this has reached new heights as brand truth, audience insight and creative execution converge on one thought, powerful in its simplicity: Haribo brings out the child inside. We brought this to life by first recording young children talking naturally and spontaneously about Haribo. This was then edited into a 30” narrative, with adults lip syncing their love of the brand – a true expression of Haribo bringing out the child inside, and acting as an antidote to boring, serious adult situations. 

Across our time working with Haribo we have helped reinforce the brand’s dominant market position despite the increased competition it has faced. And Kid's Voices is the best performer yet. It’s in the top 1% of ads researched using Millward Brown’s Link Test, was awarded 'Best in Category' in The Grocer's end of year review, and was the UK’s most impactful food and drink advertising for two years running according to Nielsen. It’s been so successful in fact, that Kid’s Voices has now become the brand’s first global campaign, live in 11 different markets, including Haribo’s biggest market, Germany. With the US campaign contributing to +31% growth.