Haribo is celebrating a decade of its immensely successful Kids’ Voices campaign by Quiet Storm, with the series of ads having now become bona fide modern classics.
When the campaign first hit TV screens in 2014 with a boardroom full of adults voiced by children, the UK public was captivated and the creative has now very much entered into pop culture – something only the very best ever achieve.
Developed by London-based agency Quiet Storm, the concept has now been replicated across 19 different markets, with a German release this week marking the 40th Kids’ Voices ad produced worldwide.
A specially behind-the-scenes video will mark the 10th anniversary of the creative and will feature Haribo’s chief commercial officer, Herwig Vennekens and Quiet Storm founder and CEO, Trevor Robinson, showcasing the care-free process behind the fun-loving ads.
“The core idea of Kids’ Voices is that when you open a bag of HARIBO and try one of the sweets, the inner child in you comes out. It’s a moment of childlike happiness. No matter how hectic our day is or how stressful it may be,” Vennekens said.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“The Kids’ Voices campaign, which has been running for ten years now, is not just a national campaign but a global one. It is broadcast in the UK, where it originated, but also across Europe, in the USA and in Japan and Korea, for example.”
As a clear testament to Kids’ Voices’ success, market research firm Kantar has rated the long-running campaign within the top 1% of most impactful ads ever researched using its ‘Link Test’.
The video’s launch coincides with the campaign’s first foray into the confectioner’s home market of Germany, perfectly encapsulating the brand’s longtime motto: “Kids and grown-up love it so – the happy world of Haribo.”
Robinson added: “It took real kids’ voices and real children’s imagination to understand what carefree childlike happiness is all about. When this is then brought out in an adult setting, it’s the playful moment that makes everyone smile.
“How we bring these commercials to life is quite interesting because we start with the dialogue. We create environments where there are Haribo bags and props for children to be inspired by. With the police theme, for example, we also had police objects in the room, so the children could get going and start talking about the topic without us saying: ‘What do you think about police officers?’ It’s great when you see a sparkle in their eyes and the children realise, ‘oh, that’s an interesting story.'”
