HARIBO Celebrates ‘Kids Voices’ as It Takes Us to the Laundrette
HARIBO Pico-Balla is back on Germany's TV and online stage with a new Kids' Voices TV campaign in Germany. The campaign is in preparation for the anniversary of the fruit gum, which was invented in 2000 and will have been on the market for 25 years.
The new ad is set in a laundrette. In an everyday, playful way and with the first spontaneous answers to Pico-Balla's product character, the location becomes a laundrette of the sweet kind.
In addition to traditional TV channels, the new spot will be extended online and shared on platforms such as YouTube, Facebook, and Instagram.
The new TV commercial follows the very successful national and international mechanics of the Kids' Voices format: viewers see adult protagonists but hear children's voices. Building on this concept, the new TV ad showcases the uniqueness of Pico-Balla in terms of taste, consistency, and appearance.
Holger Lackhoff, chief marketing officer HARIBO DACH says, "The secret of HARIBO Pico-Balla's success lies in the indescribable taste experience. The puzzle of finding suitable descriptions for the small, colourful product pieces is therefore a key focus of the new TV ad. Pico-Balla is celebrating its 25th anniversary next year. Reason enough for us to slowly get into the celebratory mood with the new campaign."
The idea and realisation for the new spot, for the pre-rolls and shorts for YouTube and for the reels for social media came from Jung von Matt SPREE, who worked closely with award-winning director Max Millies on the implementation.
Why an own campaign for HARIBO Pico-Balla?
With its unmistakable, fruity taste and unique consistency, Pico-Balla differs from classic fruit gums and appeals to a broad, primarily young target group. The round, colourful treats are among HARIBO's top five products in Germany. Since the change to a vegetarian recipe in October 2021, Pico-Balla has been the number one veggie product in the fruit gum/liquorice/foam market in Germany.
