Haribo Supermix ad, rock band

The ad features the first rock version of the Haribo jingle

Haribo has unveiled the latest of its Kids Voices adverts for TV, featuring a rock version of the brand’s jingle for the first time.

Part of a £1.3m spend, the ad centres on “a hard, cool rock band” who upon opening a pack of Haribo Supermix “reveal their softer, more childlike side”. It will run from today (23 July) for nine weeks.

The push came to underline the fact that “Supermix is packed with soft eating experiences, which we have enhanced with a new mix” said Hayley Nixon, marketing manager at Haribo UK.

“This has been brought to life perfectly though our new TV creative and our use of characters – an unlikely group of softies who capture the soft side of Supermix.”

Ending with a guitar-driven version of the ‘Happy world of Haribo’ ditty, the new ad follows the April clip for the confectioner’s reduced sugar Fruitilicious range, launched in January.

This year’s small screen campaigns follow a disappointing 2017 for Haribo, which saw its value in grocery slip by 0.9% to £172.7m on volumes down 2.2% [Nielsen 52 w/e 30 December 2017] – after The Grocer revealed the German brand had shrunk the size of some core lines without reducing prices.