Haribo’s decade long running Kids Voices campaign is back with a new instalment introducing its new Nostalgix line.

The campaign, created by Quiet Storm, features two older ladies sitting on a bench enjoying the sunshine on a seaside promenade while engaging in conversation in kids' voices. 

Haribo’s new Nostalgix range brings back classic flavours like rhubarb and custard, cola cubes, pear drops and pineapple cubes in a new sofer, squidgier way. The two older ladies dig into a bag of Nostalgix together whilst reminiscing in kids voices about the sweets they used to enjoy.

Enjoying the treats, one lady says to the other: “tastes like when I was younger,”. They add that the Pear Drops are “squidgy like a jellyfish.” The women giggle, sharing a tender moment of joy and nostalgia with each other. Signature to the Kids Voices campaign, the two adults enjoy their sweets laughing together like children, bringing to life the childlike fun of Haribo.

“With over a decade of Kids Voices campaigns behind us, it feels apt to look back at the sweets of yesteryear with HARIBO Nostalgix. It’s been a joy to add a nostalgic spin to a timeless format – squidgy like a jellyfish!” says Trevor Robinson OBE, Founder and Executive Creative Director at Quiet Storm.

Last year, Haribo and Quiet Storm celebrated a decade of ‘Kids Voices’, which began in the UK with the iconic ‘Boardroom’ film. It has since been adopted by more than 20 countries. 

As well as the new Nostalgix campaign, the team has also launched a new Tangfastic Kids Voices campaign, which sees two co-workers break the boredom of a long shift by opening a bag of the “Tang-alicious, Tang-amazing” sweets.

Both films will run on AV and social channels across the UK. Media planning and buying is by Mindshare.

Testament to the enduring power of creativity, the Kids Voices campaign continues to embody Haribo as a brand and capture the imagination of audiences. The ongoing success of the campaign underlines the power of long-standing brand building.