The power of consistency in advertising cannot be underestimated when it comes to building a beloved brand. Following the introduction of HFSS legislation Haribo is uncompromising in continuing to deliver joy in droves in its latest Kids’ Voices campaign.

The campaign from Quiet Storm focuses on Haribo’s Fruitilicious, lending the Kids Voices concept to celebrating the fruity sweet.

Set in a British town village meeting, the spot opens with the meeting in full swing. As the meeting Chair calls for order, the fun is stopped only briefly. A bag of Haribo Fruitilicious is pulled out and the participants take on the recognisable kids' voices while they enjoy their sweets. The councillors debate the only question that matters: Lemon, Apple or Pineapple?

Rather than compromising and changing the concept of the long-standing campaign, Haribo has instead opted to give audiences a lower-sugar product that still delivers the brand’s sense of fun. 

The campaign marks 12 years of Kids’ Voices, which began in the UK with the iconic Boardroom campaign. It has since been adopted in more than 20 countries.

“The strength of Kids’ Voices is how effortlessly it can turn serious adult settings into something unmistakably Haribo. Fruitilicious gave us a brilliant opportunity to keep evolving the platform, while staying true to the warmth, humour and child-like joy people love about the brand,” says Massimo Fiori, Client Development Director at Quiet Storm.

The film was created and produced in-house by Quiet Storm and directed by Dan Castella.

Maintaining the core ingredients of warmth, humour and joy, the Kids’ Voices campaign is an ongoing masterclass in the power of consistency.