Haribo is launching a seven-month, multi-million pound campaign of TV advertising to drive awareness of its three biggest-selling lines – Starmix, Tangfastics and Kiddie’s SuperMix.
The campaign turns the traditional generation gap on its head — to provide a humorous slant on modern family life designed to have strong appeal to children and their parents.
For instance, one advert, Airport, is set in a departure lounge where normal family roles are reversed. Two kids sit happily eating from a bag of Haribo Starmix sweets while their parents run around fighting over another bag.
Haribo sales director Rory Goodwin says: “The campaign will strike a chord with kids and their parents because it delivers such a different slant on traditional family roles which is why it is so memorable. We are ensuring that consumer awareness of our key gums and jellies brands remains at a very high level through heavyweight advertising.”
The ads are being screened on a number of channels including the Cartoon Network, Channel 5, GMTV, Nickelodeon, Sky One, Trouble, and Fox Kids until the end of August. The campaign will also, for the first time, be aired on CITV, the ITV channel for children.
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