Haribo is launching its Kids’ Voices TV ad campaign in the US on February 20th after the success of the campaign in the UK, as Haribo's US business looks to grow.
UK based creative and production company, Quiet Storm, which devised and produced the Kids’ Voices campaign in 2014 (which continues to run in the UK) has produced the TV ad campaign for the US market.
The Kids’ Voices campaign creative focuses on capturing the childlike enthusiasm grown-ups, as well as the young, feel for the brand.
In the US the ads will focus on Haribo being shared by adults in a formal office boardroom environment while speaking in the voices of children.
The TV commercials will promote the core US Haribo product, Haribo Gold-Bears, with 30 and 15 second spots which will be broadcast across major television and cable networks.
In the UK the ‘Boardroom’ scenario was one of the most popular and successful creative executions of the Kids’ Voices campaign – a campaign which featured in the top one percent of ads researched using Millward Brown’s Link Test, and also featured in Nielsen data as the most impactful FMCG advertising of 2015.
Keith Danoff, VP of Marketing at HARIBO of America, Inc, said: “The Kids’ Voices campaign in the UK has been one of our most successful to date, so it makes sense to roll it out across the US. It has a standout simplicity and perfectly communicates our brand positioning. We are very pleased that Quiet Storm, who created the campaign and who we have had a very successful eight-year relationship with in the UK, has the production expertise to help us take it into the US market.”
Jon Howard, Partner and Planning Director at Quiet Storm, comments: “Our work for Haribo has always been highly impactful and engaging, capturing the childlike enthusiasm both young and old feel for the brand. But with our Kids’ Voices campaign, this has reached new heights as brand truth, audience insight and creative execution converge on one thought, powerful in its simplicity: Haribo brings out the childlike enthusiasm in us all. It’s a campaign well suited to be executed globally and will help ensure Haribo remains emotionally relevant in the impulse driven and highly competitive confectionery space in their target markets, such as the US. We anticipate the campaign will be as popular and impactful as it has been in the UK.”