HARIBO Nostalgix Delivers Squidgy Joy with Kids Voices Campaign

HARIBO, the UK’s number one confectionery brand, is launching a brand new HARIBO Nostalgix line with the latest instalment of its iconic ‘Kids Voices’ campaign, created by independent agency Quiet Storm.

Inspired by Britain’s favourite boiled sweets of yesteryear, HARIBO Nostalgix brings back the flavours of Rhubarb & Custard, Cola Cubes, Pear Drops and Pineapple Cubes – but in a way that’s softer, squidgier and yummier than ever before.

Quiet Storm’s HARIBO Nostalgix launch film is set on a quintessential seaside promenade, where two women are sitting on a bench, enjoying the sunshine. One of the women reaches into her handbag to produce a tempting bag of Haribo Nostalgix.

The friends proceed to share the treats, speaking in kids’ voices as they delight in the 'tropical' Pineapple Cubes, the Cola Cube that 'tastes like when I was younger,' and the Pear Drops that are 'squidgy like a jellyfish.' The women giggle playfully, sharing a special moment and leaning on each other as they laugh.

At the same time, HARIBO and Quiet Storm are also launching a new ‘Kids Voices’ film for HARIBO Tangfastics – this time showing two co-workers ready to break the boredom of a long shift by opening a bag of the 'Tang-alicious, Tang-amazing' sweets.

Trevor Robinson OBE led the creative team behind ‘Nostalgix’ and ‘Tangfastics’, with both films produced in-house by Quiet Storm, and directed by Seb Jamous.

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

Phil Murphy, vice president of marketing at HARIBO UK & Ireland, said, “The ‘Kids Voices’ campaign has become an instantly recognisable brand asset for Haribo. We hope the new ads put a smile on our consumers' faces whether they are enjoying our latest innovation, Haribo Nostalgix or one of our classics in Haribo Tangfastics.’

Trevor Robinson OBE, founder and executive creative director of Quiet Storm, said, “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!”

Both films break on May 5, running on AV and social channels across the UK. Media planning and buying is by Mindshare.