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1. Client / Client contact information
Haribo http://www.haribo.com/emGB/home.html
Project
EasterMix Marketing Communications Campaign
Prepared by
Marketing and Communications Director, Haribo
Background / Overview
Haribo is a German company founded in 1920. The company got its name from an acronym of the
founder, Hans Riegel, and the location of its headquarters in Bonn, Germany. Their biggest and
most successful brands are Starmix, Tangfastics and Super Mix, contributing to Haribo’s UK retail
sales of £173 million in 2018. The group’s brands in the sugar confectionery and gum market
include: Maoam, Starmix, Tangfastics, Super Mix and Goldbears, among others.
Product range
The main gum- and jelly-based confectionery Haribo products in the UK are Starmix, Tangfastics,
Super Mix and Goldbears. Tangfastics are sugar-coated sour sweets, whereas Starmix and Super
Mix are standard jelly sweets. A range of liquorice sweets is also available under the brand. Haribo
also owns the Maoam brand of chewy fruit-flavoured sweets and Chamallows marshmallows.
A new, reduced sugar product, ‘Fruitilicious’, was launched in 2017 in response to changing
customer preference and the UK’s ‘sugar tax’.
Recent activity
HARIBO is synonymous with is famous slogan 'Kids and grown-ups love it so, the happy world of
HARIBO'. This slogan is used on all TV advertising going back to the launch of the brand in the UK
in 1995.
In recent years HARIBO has become well known for its adverts such as Starmix - 'Interrogation'
and 'Just too Good' and Tangfastics - 'TangFace'. The latest creative, which sees adults talking with
kids’ voices, is a continuation of the hugely successful ‘Boardroom’ and ‘Cinema’ adverts. These
adverts celebrate the inner child in all of us by bringing to life the fun and childlike enthusiasm
that people have for HARIBO.
Haribo provide a range of special edition products to tie in with the Halloween season. These
include Horror Mix, Fangtastics, Tangy Monsters and Spooky Ghosts.
Continuing this sales promotional focus of limited edition product we intend to launch a
new range for Easter 2020. This will be branded as ‘EasterMix’ (based on the Starmix
product) and will be an alternative to the traditional chocolate Easter Egg. This is a return
to a previous brand having struggled to find a market with the ‘Easter Fun’ brand in recent
years.

2. Campaign Objectives
To deliver a new creative approach for the Haribo brand in the UK, specific to Easter.
To create awareness of the brand with key audiences in the build up to the Easter period.
To facilitate talking points where the target audience discuss the campaign within social groups
without the direct intervention of the Agency.
To support a successful launch by creating interest in the new brand and offering information via
key media as a ‘pull’ strategy and clearly position our new brand as different from the other
Confectionery providers.
Target Audience
Sugar confectionery remains a highly popular sweet treat, despite sugar remaining firmly in the
media spotlight. These products have been eaten by 79% of consumers in the three months to
October 2018. Although popular among all age groups, there is a clear youth bias with 87% of 16-
24s having eaten sweets in comparison to 73% of over-65s.
Unsurprisingly, given the nature of the market, the presence of children in the household drives
usage of sweets, this rising to 89% of those consumers with children aged 12-15 in the household.
Consumers with children also have a wider repertoire of sugar confectionery than those without
children.
This is related to the varied tastes of different household members meaning that there are more
types of sweets in the home. Jelly-style sweets, chews, sweets in a sugar shell, and marshmallows
stand out as being the most popular types of sweet for this demographic (Mintel, 2019).
This underlines the strong influence of “pester power” on purchasing decisions and the need for
brands to resonate with and pique the interest of kids, whilst also meeting parents’ criteria for a
permissible treat for their little ones.
Rational and Emotional Appeal
At Haribo, we have successfully incorporated a balance of both rational and emotional appeals in
our advertising campaigns since working with QuietStorm. We would like to keep this successful
balance of appeal, without the creative superseding the core message and that we are providing an
alternative to more traditional forms of Easter products.
Other Creative Considerations
We do not wish to recycle or reuse any previous campaigns (unless there is a substantially
supportive and valid argument to support this). As a new venture we anticipate the creation of a
wholly new and exciting creative campaign.
Schedule
The initial pitch is to be presented week commencing 2nd of
December to the “Haribo team” and will be informally considered.
Budget
£1,500,000.00 – N.B. you do not need to include creative or
production costs, just media costs.