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By Amy Houston | Senior Reporter

February 5, 2024 | 2 min read

The spot made its debut last night at the 66th Annual Grammy Awards.

Gummy brand Haribo has released the latest ad in its ‘Kids Voices’ campaign, but this time with an American twist.

As the US prepares for the Super Bowl, the biggest football event of the year, the confectionary company has got in on the action with a spot called ‘Football’ that sees two adult players chat to each other. The usual twist is that the voices coming out of the duo’s mouth belong to children.

Like the ‘Boardroom’ and ‘Library’ predecessor spots, the TV ad was designed and developed by the creative agency Quiet Storm. The campaign has now been running for a decade.

Trevor Robinson, founder of Quiet Storm, said: “We’re immensely proud of the continued success of the campaign, now reaching nearly 50 executions worldwide and helping to drive long-term commercial growth in exciting markets like the US.”

Haribo has announced that it has doubled its media spend to invest in the campaign and continue to reach more consumers.

“We’re thrilled to continue our ‘Kids’ Voices’ campaign with ‘Football’ because its playful, wholesome and unexpected humor sits at the heart of what makes Haribo special to fans of all ages,” said Seth Klugherz, the brand’s vice-president of marketing in America.

“Our consumers find childlike happiness in every bag of Haribo gummies, from Goldbears to Twin Snakes to Starmix, and they tell us they love the fruity, juicy flavors and bouncy textures. This rings true when we’re lucky enough to hold focus groups with kids and their parents, using the kids’ organic and spontaneous comments in our ad. Anyone who’s been around kids knows that they, above anyone else, speak the truth.”

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