HARIBO Names Barkley as New Digital and Social Agency of Record

HARIBO has named Kansas City-based Barkley as its digital and social agency of record after a competitive review.

Barkley is tasked with helping HARIBO increase the brand’s equity and awareness beyond the popular Goldbears, as the company’s confectionery portfolio includes other featured products like Starmix and Twin Snakes. Barkley will also be developing a social media strategy to support the launch of HARIBO’s new sour sub-brand called HARIBO Z!NG in early 2019.

"Barkley’s understanding of the modern consumer is what clearly set them apart,” said Melissa Bley, brand manager at HARIBO. “We want to ensure we have a true thought partner on all things digital and we know we have that with the experts at Barkley.”

“We have a lot of energy and passion for HARIBO,” said Jason Parks, EVP and managing director at Barkley. “It’s a fun brand, a growing brand, and it reinforces our Gen Z and heritage brand expertise. Plus, it’s candy, and who doesn’t love candy?”

The work will be carried out by 'Fuel', a new Barkley team with fully-dedicated, specialised content creators for the digital and social landscape. Barkley created 'Fuel' to meet the unique budget and content requirements of social media and digital marketing.