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 increase sales by 50%, reinforcing the brand’s dominant market position despite the increased competition it has faced. And the icing on the cake? Our Kid’s Voices campaign is the best performer yet. It’s in the top 1% of ads researched using Millward Brown’s Link Test, has proven way more viral than most famous virals (according to Unruly Media the ‘Boardroom’ execution had a share ratio of 8:1), and it was awarded ‘Best in Category’ in The Grocer’s end of year review, which also featured Nielsen data showing it was the most impactful FMCG advertising of 2015.