In 2014, London agency, Quiet Storm, hit on the fact that lollies bring out the kid in everyone. The agency then developed the wonderful idea of overlaying adult conversations with kids’ voices. The campaign, Haribo Kids Voices, took off. It was wildly successful at home in the UK, but also in the US and due to the magic of the internet, throughout the world.
The version for Haribo’s softer, creamier Supermix in 2018 was particularly superb. Who wouldn’t find heavy metal rock stars becoming childlike fun to watch?
Quiet Storm: Haribo’s softer, creamier lollies make rock stars go gooey
In January, the campaign launched in Germany. And found success again. There are now three more commercials in the German campaign – for Haribo’s Goldbears, Color-Rado and Phantasia. Two have launched. The third will appear later in the year.
Marcin Piaseczny, marketing director Haribo Germany, commented, “When we first launched the Haribo Kids Voices campaign in Germany at the beginning of 2019, it was a big step in a new direction for us. After decades of testimonial advertising, we decided to go in a completely new direction with our German advertising. With these three brand new spots, we wanted to implement this great campaign idea even further and more authentically. We’ve absolutely succeeded at this and are thrilled with the results.”
Trevor Robinson OBE, executive creative director at Quiet Storm, added, “They say that humour doesn’t translate across cultures but it turns out that’s not always true, as our Haribo Kids Voices work seems to tap into something that people across cultures and generations can really relate to. We’re particularly thrilled to be launching a second phase in Germany after the success of the first campaign.”
The ads are running in Germany, Austria and Switzerland on television and video-on-demand.
Credits
Agency: Quiet Storm
Creative Director: Trevor Robinson
Creatives: Trevor Robinson, Max Millies, Thomas Wykes & Meghan Shuttlewood
Planner: Jon Howard
Account Directors: Jon Dale & Jenna Hayward
Agency Producer: Alex Azis
https://youtu.be/u-H51UZSW-M
Production Company: Mutter & Vater
Director: Max Millies
Producers: Frank Hoffman & Christian Schliebs
Editor: Marty Schenk
Post Production: David Owen @ Quiet Storm
Sound Design: David Robinson @ Creative Outpost
DoP: Carlo Jelavic
Media planning & buying: Mindshare
