Across our 13 years working with HARIBO we have helped reinforce the brand’s dominant market position in the UK, deliver significant growth in the US and return the brand to growth in their most mature market Germany. All despite the increased competition it has faced.
No.1 across many international markets 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 strong 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 and specific markets. Put a pack on the table and everyone dives in. Especially for parents, who do most of the buying, the brand provides an excuse to let their hair down and let out their inner child!
Our work for Haribo has always been highly impactful and engaging, capturing the childlike enthusiasm both young and old feel for the brand. But this has reached new heights with our most recent campaign as brand truth, audience insight and creative execution converge on one thought, powerful in its simplicity: Haribo brings out the child inside.
We brought the Kids Voices campaign to life by first recording young children talking naturally and spontaneously about Haribo, 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. Also, a simple and powerful way to localise internationally without losing the authenticity of the idea.
Across our 13 years working with Haribo we have helped reinforce the brand’s dominant market position in the UK, deliver significant growth in the US, a relatively young market for them, and return the brand to growth in their most mature market Germany. All despite the increased competition it has faced.
THIS RESULTED IN:
- Growing their branded share to over 40% in the UK.
- +30.8% growth to $74.6m in the U.S.
- Adoption of the campaign by 15 international markets with more markets in consideration.
- Being top 1% of most impactful ads ever researched using Millward Brown’s Link Test.
- The most recent UK ad being voted the 2nd best loved campaign of 2018.
- Being awarded ‘Best in Category’ in The Grocer’s end of year review.
- Being named the UK’s most impactful food and drink advertising for two years running according to Nielsen.
- Effie award winner 2017 in France.
- Named in The Grocer's Top Campaigns of 2020.