Sour Mix

Haribo is a brand that brings out the child within you. By staying true to certain communication methods, it achieves highly effective results. The use of kids’ voices in its films is one of the best examples of this approach.

This strategy has been a cornerstone of Haribo’s success. While maintaining global consistency, our priority was to understand local consumers and shape communication accordingly. In many markets, the Kids’ Voices platform remains an essential part of the brand, while we set out to create films tailored to local cultures and habits for Haribo.

The formula is simple: In the adult world, Haribo suddenly appears—and instantly, the child inside everyone comes to life! This effortless and natural approach has now led to the latest creation: Haribo Sour Mix!

Our very first Kids’ Voices film for Haribo Sour Mix takes place on a train. The moment Haribo appears, adults of all ages reconnect with their childhood, and the compartment instantly fills with joy and fun.