Haribo Starmix OOH: Let your imagination run wild

It is fair to say that the recent HFSS advertising rules have forced many brands to adapt, although, apart from the occasional lapse, most seem to be handling it well.

Step forward confectionery brand Haribo, beloved of adults and youngsters alike (although not necessarily dentists), whose multi-award winning “Kids Voices” campaign, devised by Quiet Storm back in 2014, has now gone global.

Having crossed the Atlantic to the US in 2017, the concept has since been recreated over 40 times across 19 different countries, featuring local adaptations such as sumo wrestlers in Japan and chess players in Poland.

This week sees the brand launch its first ever out-of-home campaign for Starmix, which last year celebrated its 30th anniversary, aimed at bringing its celebration of childlike happiness to life in a new way.

Once again created by Quiet Storm, the campaign takes Haribo’s creative platform into an image-led medium, using Starmix shapes as the starting point for playful imagination.

The idea draws on something at the heart of the brand: Haribo brings out the inner child in all of us. Inspired by the instinctive childhood act of seeing characters and stories in everyday objects, Starmix’s recognisable shapes become the creative material.

The campaign brings to life a butterfly bursting into flight, a blazing rocket and a roaring dinosaur stomping the ground, each created from Starmix and signed off by the adults who imagined them.

The work also extends into 3D out-of-home, taking the creations beyond the poster and bringing them to life in the real world.

Haribo UK & Ireland chief marketing officer Phillip Murphy said: “Starmix was first created over 30 years ago. Since then, it has sparked playful imagination for millions of fans across the UK to become one of the nation’s favourite sweets.

“Our new creative shows limitless possibilities when you let your imagination run free with the iconic pieces of Starmix. We hope it reminds everyone of that feeling of childlike joy – no matter your age!”

Quiet Storm managing director Massimo Fiori added: “Starmix has always been a brilliant invitation to play. Its familiar shapes give you somewhere to start, then your imagination does the rest. This campaign captures that simple moment when a sweet becomes something entirely unexpected.”

So, what is the consensus around the Decision Marketing office?

Well, hopefully our dental practice isn’t reading this, but we confess we used to love (the occasional) pack of Haribo back in the day. Sadly, these days we are more conscious of losing a filling, but we still ove the sentiment of this campaign.

And, let’s face it, in these days of war, drought, famine, flood and pestilence, we could all do with finding our inner child, too.

Decision Marketing Adometer: A ‘child’s play’ 9 out of 10