• by Larissa Faw , January 14, 2015

Publicis Groupe's Spark has been selected to help Haribo raise its brand awareness and sales in the U.S. following a review process with five other agencies. Spark is responsible for all traditional, digital buying and planning for Haribo of America, Inc. The portfolio includes Gold-Bears and new Sour Gold-Bears, as well as Happy-Cola, Peaches, Twin Cherries, Raspberries, Sour S’Ghetti, and Smurfs.  

Haribo spent $32 million on U.S. advertising in 2013, according to AdViews. Last year, the brand upped its budget to launch a year-long, multifaceted campaign that executives say was its largest annual investment to date. The U.S. campaign included the Haribo Happy-Cola ad -- which continued the 2011 and 2012 theme of kids running the company -- by featuring Haribo kid executives in the Happy-Cola factory talking about the “Big Cola flavor in the world’s smallest bottle." That campaign was developed by Baltimore-based agency TBC.

“We are excited to work on such a globally-loved and iconic brand, and look forward to helping them further grow and expand their business in the United States," says Filip Jabbour, EVP, managing director at Spark. 

Although campaign specifics are still unknown, Haribo is expected to maintain its famous slogan "Kids and grown-ups love it so, the happy world of Haribo" that is used on all TV advertising. No changes are anticipated in the brand’s positioning as a family brand suitable for everyone.

According to the company, Haribo Gold-Bears are the most popular gummy bear candy in the world — the firm produces more than 100 million gummy bears every day. Here’s a fun fact: Haribo figures that if all of the Gold-Bears produced every year were laid end-to-end, they would go around the earth four times (the equivalent of 99,610 miles).

Haribo launched in 1920, and the name is a combination of the founder’s name (Hans Riegel) and the city where the business started (Bonn, Germany). The company has 22 offices around the world.