July’s Creative Spotlight: Haribo

A meeting of the parish council doesn’t sound like the foundation for standout creative, but this particular meeting is brought to life by Haribo’s sweet and hilarious child voices. For over a decade, Haribo’s enduring charm has come from taking an otherwise mundane, adult situation and injecting it with sweets, imagination, and the perspective of children.

The ad opens with a live radio news report from a village council meeting, where a reporter asks councillors how they plan to fix local roads. A bag of Starmix is introduced, and the discussion takes a wonderfully absurd turn. The councillors begin debating their favourite sweets, suggesting how the ring could be used to repair potholes, while one particularly memorable contributor laments, “My granny falled in a pothole.”

Poor granny. We hope she’s okay.

It works beautifully for audio because Haribo ads are instantly recognisable, and while the use of children’s voices plays a huge part in that, credit should also go to the brand’s iconic sonic branding: “Kids and grown-ups love it so, the happy world of Haribo.” Haribo has remained consistent with this distinctive sign-off, and that consistency has undoubtedly paid off, helping the brand maintain its unique identity and enduring appeal.

Creative agency: Quiet Storm