Haribo has launched an American football-focused instalment of its “Kids’ Voices” TV campaign, designed and developed by its creative agency Quiet Storm.
The confectioner’s decade-long global campaign plays on the idea of moments of childlike happiness, lip-syncing real conversations between children as they enjoy its iconic Goldbears to video content of adults.
In Haribo’s latest TV ad, audiences see two American football players sitting on the side lines, reluctant to go back on the field as they’re enjoying a bag of Haribo Goldbears.
The advertisement series includes 30- and 15-second cuts and will be aired on a range of TV and cable stations.
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Haribo America vice president of marketing Seth Klugherz said: “We’re thrilled to continue our Kids’ Voices campaign with ‘Football’ because its playful, wholesome and unexpected humour sits at the heart of what makes Haribo special to fans of all ages”.
“Our consumers find childlike happiness in every bag of Haribo gummies and they tell us they love the fruity, juicy flavours and bouncy textures.”
“This rings true when we’re lucky enough to hold focus groups with kids and their parents, using the kids’ organic and spontaneous comments in our ad. Anyone who’s been around kids knows that they, above anyone else, speak the truth.”
Haribo has doubled its media spend to invest in Kids’ Voices, as it continues to test in the top 1% of ads.
Quiet Storm ad director Trevor Robinson added: “We’re immensely proud of the continued success of the ‘Kids’ Voices’ campaign, now reaching nearly 50 executions worldwide and helping to drive long-term commercial growth in exciting markets like the U.S.”
3 Comments. Leave new
This is the worst/stupidest commercial. Just like the one earlier where adults are sitting around a conference table, SPEAKING LIKE CHILDREN. No gummies for me till they take this STUPIDITY down.
You are really bitter, I don’t think they really need you’re business.
I love them, would like to know who the actors are!