Haribo has selected Colle McVoy as its shopper marketing agency of record, as the German candy company looks to grow its presence in American stores.

The Minneapolis-based agency and its design arm 10 Thousand Design will create retail display graphics and promotional initiatives for the brand. Colle McVoy, part of Stagwell Group, has worked in the food and retail design spaces with brands such as Target, General Mills and Hershey.

“It was clear that Colle McVoy understood the power and value of the Haribo brand and the role that our distinctive assets can play with our retailers,” said Seth Klugherz, Haribo America’s VP of marketing. 
 

Haribo began as a family-run business in Bonn, Germany in 1920. The company only sells gummy candies, which are available in 20 different varieties across 120 countries.

Colle McVoy's work for Haribo is expected to debut in early 2024. The appointment comes as Haribo seeks to expand in the U.S. market. In December 2020, the company broke ground on its first American factory in Pleasant Prairie, Wisconsin, with production of its signature Goldbears set to begin this year.

The agency's task is to help the German manufacturer bolster retail recognition. Overall U.S. gummy and jelly candy sales rose 13.7% to $4.83 billion in the 52 weeks ended May 15, 2022, according to IRI data cited by Candy Industry. Confectionary giants Mars Wrigley and Ferrara comprise nearly half of the market, followed by Mondelēz. Haribo is fourth, with a 9% market share.

Haribo's recognition has been aided by its TV commercials, which feature adults in a professional setting like a boardroom or library eating gummy bears and speaking with children’s voices. London-based agency Quiet Storm led the “Kids’ Voices” campaign after the original 2014 launch gained popularity in the U.K. The ads have since been rolled out to multiple countries including the U.S. 

Haribo has “Kids’ Voices” American TV spots on air now, also led by Quiet Storm, featuring the Goldbears as well as two other products: Starmix and Twin Snakes.

Haribo hopes that a retail marketing boost and continued success of the campaign will encourage customers to grab a pack on their grocery store stroll, or as Klugherz puts it, to make shoppers “remember the feeling of being a kid in a candy store.”

“‘Kids’ Voices’ continues to be a powerful campaign. The essence of its success is its authenticity, being that the actual kids' voices featured in the ads are unscripted and organic,” Klugherz said. “They capture true childlike happiness, so we’re always looking at ways to amplify the concept.”