HARIBO
HARIBO set out to spread childlike happiness in Canada by tapping into the nation’s favourite pastime – hockey. The campaign playfully reconnects tough hockey players with their inner children, proving that even in life’s most serious moments, there’s always room for fun.
Since entering the Canadian market, HARIBO has quickly become the #2 branded gummy candy. To deepen its connection with Canadians, the brand needed more than product recognition – it needed an emotional bond. Hockey, a sport that unites families and communities, was the perfect way to do it. While hockey is known for its intensity and fierce rivalries, HARIBO saw an opportunity to turn that seriousness into joy.
At the heart of the campaign is the “Penalty Box” spot, built around HARIBO’s global Kids’ Voices platform. The ad delivers a surprising twist: tough hockey players mid-game, but instead of their usual dialogue, they speak in the playful voices of children. The contrast is both humorous and heartwarming, reinforcing HARIBO’s belief that no matter how serious life gets, there’s always room for fun.
“As HARIBO works to boost market penetration and brand awareness in Canada, it was crucial for our uniquely Canadian spot to resonate authentically with Canadians,” says Mareike Temmen, Senior Manager Marketing at HARIBO. “By centering the campaign around hockey, a national passion, we’re inviting Canadians of all ages to share in the childlike happiness HARIBO embodies.”
“This campaign was a great opportunity to tap into Canadian culture and bring it to life through the simple infectious joy of children,” adds Vini Dalvi, Chief Creative Officer at Publicis. “We let the kids steer the creative, and the result is a genuine expression of carefree happiness that resonates with people of all ages. It shows that HARIBO brings out childlike fun for everyone, no matter how serious or tough they may seem.”
Publicis Windsor, the agency behind the campaign, embraced an organic approach to production. Instead of a rigid script, they set up a casual hockey scenario, letting real kids interact naturally while enjoying HARIBO gummies. Their unscripted dialogue was then paired with footage of intense hockey players, creating a delightful contrast that made the campaign feel genuine and fun.
Now airing across Canada, the campaign invites viewers to rediscover the joy of HARIBO. To learn more, visit https://www.haribo.com/en-ca.