- New video shows behind the scenes footage of making HARIBO’s successful Kids’ Voices campaign and looks at their impact over the last decade.
- UK-born adverts now replicated in 19 different countries.
- The video features HARIBO Chief Commercial Officer and Founder of Agency Quiet Storm, sharing insights and reflections on bringing childlike happiness to the world
- The video is released as the very latest Kids’ Voices advert launches in Germany, the 40th advert produced worldwide.
Since first airing in the UK in 2014, HARIBO’s iconic advertising campaigns have spread smiles and a sprinkling of mischief by depicting adults going about their daily routines while playfully speaking with kids’ voices and mannerisms. Today, the beloved confectionery brand is pulling back the curtain on how the magic is made with the release of a new behind-the-scenes video, showing the origins and how the advert’s success has spread around the world from its UK beginnings.
Marking the 10-year anniversary of the iconic adverts, the video features interviews with HARIBO Group Chief Commercial Officer, Herwig Vennekens, and Quiet Storm Founder Trevor Robinson OBE, who were both involved in the origins of the campaign. The video showcases the fun creative process of the adverts, often with hilarious results.
“Since the conception of Kids’ Voices in the UK 10 years ago, the adverts have perfectly captured the joy of opening a bag of HARIBO and sharing a moment of childlike happiness, no matter the situation,” commented Philip Murphy, Head of Marketing at HARIBO UK and Ireland. “It’s a universal experience and we’re so proud that the adverts have now been shown in 19 countries.”
“The core idea of Kids’ Voices is that when you open a bag of HARIBO and try one of the sweets, the inner child in you comes out,” said Vennekens. “It’s a moment of childlike happiness. No matter how hectic our day is or how stressful it may be.
“The Kids’ Voices campaign, which has been running for ten years now, is not just a national campaign but a global one. It is broadcast in the UK, where it originated, but also across Europe, in the USA and in Japan and Korea, for example.”
“It took real kids’ voices and real children’s imagination to understand what carefree childlike happiness is all about. When this is then brought out in an adult setting, it’s the playful moment that makes everyone smile,” Robinson explained.
“How we bring these commercials to life is quite interesting because we start with the dialog. We create environments where there are HARIBO bags and props for children to be inspired by. With the police theme, for example, we also had police objects in the room, so the children could get going and start talking about the topic without us saying: ‘What do you think about police officers?’
“It’s great when you see a sparkle in their eyes and the children realise, ‘oh, that’s an interesting story.'”
The globally renowned ads have now been executed over 40 times in 19 countries, capturing scenes such as farmers in Germany, chess players in Poland, sumo wrestlers in Japan, and policemen in the UK. HARIBO has a decentralised structure, so each advert is designed and approved by marketing teams in different countries who truly understand their consumers, and can therefore be playful with the different traits and interests of their unique market.
As a testament to their joyful creativity and embodiment of the HARIBO brand, the Kids’ Voices campaign has been rated within the top 1% of most impactful ads ever researched using the Kantar (formerly Millward Brown) Link Test.
The video release coincides with the launch of HARIBO’s latest German advert continuing the iconic kids’ voices creative concept. The new commercial, which sees hikers enjoying HARIBO treats in the mountains, continues the celebration that no matter what age, there are opportunities all around to embrace one’s inner child through life’s little pleasures – like enjoying and sharing a bag of HARIBO’s delightful gummy treats.
HARIBO’s advertising philosophy of inspiring moments of simple, youthful delight aligns with the company’s overall mission to bring more childhood happiness to the world through their treats, no matter one’s age.
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