Haribo’s Playful Campaign Brings Childlike Joy to Canadians Through Hockey

Reconnecting with our inner child sparks pure joy, and HARIBO is bringing that feeling to Canadians with a campaign that truly resonates. By stepping onto the ice, HARIBO captures the passion for hockey, Canada’s national sport and a beloved family tradition, and pairs it with its mission to spread childlike happiness, making it the perfect match for this family-loved brand.

The campaign’s playful spot titled “Penalty Box,” features hockey players humorously voiced by children, embodying the fun spirit of HARIBO’s global 'Kids’ Voices' platform. As these athletes enjoy HARIBO Goldbears in the penalty box it’s a reminder that there’s always room for a bit of childlike happiness - even in the most adult moments. This campaign, designed specifically for the Canadian market, shows HARIBO's dedication to connecting with Canadians.

Mareike Temmen, senior manager marketing, HARIBO, said, "As HARIBO works to boost market penetration and brand awareness in Canada, it was crucial for our uniquely Canadian spot to resonate authentically with Canadians. By centring the campaign around hockey, a national passion, we’re inviting Canadians of all ages to share in the childlike happiness that HARIBO embodies."

Instead of a traditional script, HARIBO and their agency partner Publicis Windsor set up a casual hockey scenario, letting real kids naturally interact while enjoying their candies, and responding to prompts. The unscripted dialogue created a perfect contrast - tough hockey players speaking with the carefree joy of kids.

Vini Dalvi, Publicis chief creative officer, explained, “This campaign was a great opportunity to tap into Canadian culture and bring it to life through the simple infectious joy of children. We let the kids steer the creative, and the result is a genuine expression of carefree happiness that resonates with people of all ages. It shows that HARIBO brings out childlike fun for everyone, no matter how serious or tough they may seem”.

The campaign will premiere on television in March. HARIBO’s strategic partnerships with top hockey organizations further strengthen the brand’s connection to the core of Canadian identity - hockey.