Haribo Goldbears

An advertising campaign strategy to increase Haribo’s relevancy in the U.S. Market. For this assignment we were specifically asked to target a teen audience.

2024

This was completed as coursework at Boston University.

The Situation

Haribo is the first company that comes up when you think of gummy bears, but it’s remaining stagnant in a changing market. Store shelves are crowded with competitors, and even despite the “treat yourself” trends becoming popular with Gen Z, Haribo is still losing market share.

The Objective

Transition gummy bears in the eyes of consumers from an occasional candy to an everyday snack

Target Audience:

Bored Snackers

Young Gen Z boys (aged 14-17) who snack multiple times a day and are looking for snacks that are an experience, not just a way to satisfy hunger. They look for innovative yet trustworthy brands and do most of their shopping online, due to the difficulty of transportation at their age.

  • Young boys are overwhelmed by the number of changes in their life. They are looking an experience within familiarity.

  • Choose Haribo Goldbears when you get the urge to snack.

  • Life is constantly changing in your teenage years, so you need the comfort of a familiar snack.

  • Haribo is still here for you, and it always will be

Media Channels

  • Social Media

    40% of Media Budget: TikTok, YouTube, and Discord

    Create branded content and paid ads on TikTok, including on TikTok Shop, since our target is buying online. We also want to place ads on YouTube gaming videos to target teen boys. For discord, we will create a Haribo server and make Goldbear Nitro stickers.

  • Out Of Home

    60% of Media Budget: School Events and Malls

    Teenager spend most of their day at school, both during school hours and for extracurriculars. Sponsoring school events will help keep Haribo top-of-mind, while ads at shopping centers will drive conversions at a point of purchase.

Media Partners

  • Poppin Candy

    An online candy store popular on TikTok, Instagram, and YouTube for its candy-slamming videos.

    We will partner with them to do a Goldbear Mix to find our target where they buy, and where they are active online.

  • TwitchCon

    Twitch, a streaming site for gaming videos, holds a yearly event where popular streamers can meet up with fans.

    Sponsoring this event would position Haribo Goldbears as a snack for casual moments like gaming.