Quiet Storm: Haribo’s softer, creamier lollies make rock stars go gooey

Kids’ voices in ads are so cute. But that doesn’t make the ad cut through the clutter of a genre that’s overloaded with average ideas and a lot of cuteness. Putting those kids’ voices into the mouths of adults does.

Haribo’s Kids’ Voices campaign took a delightful twist this year when adults began to speak like children. Now Haribo’s agency, Quiet Storm, has taken the idea further left of field. And come up with a beauty. An ad with a real point of difference that every generation has to love. It features a hard rock band, with all the heavy metal trappings – tatts, eyeliner, leather and studs – going gooey in children’s voices over Haribo’s softer, creamier Supermix. They also talk about the smooth, creamy, squishy sweets using analogies that only a child would think of and say. The advert ends with the band having a group hug. The famous Harobi jingle is heard, but in a rock version for the first time.

Hayley Nixon, marketing manager for Haribo UK, commented, “We love how much audiences enjoy our Kids’ Voices creative. They are adverts that audiences actively want to see. Our latest campaign won’t disappoint. It delivers a perfect showcase of the new soft, vibrant and creamier mix in Haribo Supermix in a fun, humorous, Harbo way.”

Tanya Faulkner, managing director at Quiet Storm, added, “This was one of those creative processes that was a joy from start to finish. From getting to know the new mix for Haribo Supermix through to recruiting the cast of hard rock musicians, who brought our idea to life with so much humour and exuberance. And, most of all, working with the pint-sized voiceover artists – it has been a delight.”