HARIBO Heads to the Scottish Highlands to Celebrate 10 Years of ‘Kids’ Voices’

HARIBO, the UK’s number one sweet confectionery brand, is marking a decade of its iconic ‘Kids’ Voices’ advertising by launching a brand new instalment, created by Quiet Storm, the independent agency behind the strategy.

‘Fishing’ takes us to the Scottish Highlands, where we meet two grizzled fishermen on a boat in the middle of a loch. Little is happening in terms of their catch but, in classic ‘Kids’ Voices’ style, things brighten up when one offers the other a pack of HARIBO Starmix, instantly inspiring a moment of childlike happiness.

When the second fisherman takes a HARIBO Happy-Cola, he contemplates its fish-catching potential. “It’s shiny,” he says, “a-a-and … fishes like shiny”.

But he is less keen when his friend points out that a pair of green HARIBO Goldbears looks like the Loch Ness monster, insisting that Nessie isn’t real. When his friend teasingly asks: “Are you scared of it?”, his anxious tone contradicts his response: “Noooooo!” 

‘Fishing’ was created and produced in-house by Quiet Storm, with creative director Seb Jamous directing the film as well as writing it and Trevor Robinson. HARIBO’s last UK ‘Kids’ Voices’ ad, ‘Police’, broke in 2020.

Phil Murphy, head of marketing at HARIBO UK & Ireland, said, “We are thrilled to be releasing a new ‘Kids’ Voices’ advert to entertain our consumers and (hopefully) add a little more happiness into everyone’s day to day. Any campaign that can run for ten years and still delight consumers is special, and we are proud of the work.”

Trevor Robinson OBE, founder and executive creative director of Quiet Storm, said, “‘Kids’ Voices’ is now ten years old, but the campaign still goes from strength to strength, proving how strong the original insight and idea are.”

Quiet Storm’s ‘Kids’ Voices’ strategy for HARIBO made its debut in 2014 with the now legendary ‘Boardroom’ ad. ‘Fishing’ is the 11th execution to run in the UK.

‘Fishing’ breaks on 4th March on television and VOD. Media is by Mindshare.