Haribo
Pushing a Classic Into New Creative Territory
Haribo is a household name — but even icons need fresh stories to stay top of mind. We built spec creative aimed at deepening loyalty with families while pulling in the next generation of gummy lovers.
Prospective Client
Haribo
Services
Campaign
Industries
Consumer Packaged Goods
Date
September 2025
Problem: Haribo wanted to stay beloved but not predictable. Their legacy campaign “Kids’ Voices” was great, but it risked going stale. The brand needed new ways to feel current, emotional, and worth sharing — while protecting the fun that’s core to who they are.
Solution:
- Every Family Has a Goldbear. Position the Goldbear as a family member — playful, joyful, present in real life moments. Emotional, inclusive, and perfect for brand love.
- Kids Go Crazy for Haribo. Lean into kid-driven fun and shareability — playful social spots, “puppy eyes” AR filter, snackable storytelling that’s irreverent but unmistakably Haribo.
