Brief:
- Haribo this week introduced an enhanced reality (AR) lens on the photo-sharing app Instagram that makes grownups seem like they’re speaking in a kid’s voice, per an announcement.
- Instagram users who have fun with the “Kids’ Voices” lens have a possibility to win sweepstakes that will award a year’s supply of Haribo’s gummy sweet to 5 randomly chosen individuals. The brand is asking individuals to share videos of themselves using the AR lens, which can be discovered on its profile page on Instagram, in public posts, or in stories with the @HariboUSA manage and #HariboSweepstakes hashtag by Dec. 18.
- The activation becomes part of the current multichannel extension of Haribo’s “Kids’ Voices” campaign that has run for the previous 6 years. The brand name likewise is airing 15- and 30-second spots that reveal grown-ups revealing their love for Haribo Gold-bears sweet in children’s voices till Feb. 1 on a wide variety of TELEVISION networks. The business worked with innovative agency Quiet Storm on the commercials, per the statement.
Insight:
Haribo not only is blanketing media channels with the current installment of its “Kids’ Voices” project but also is advising individuals to participate with a unique use of AR lenses on Instagram. The pitch-shifting innovation in the lens makes adults seem like youngsters, a change that follows its long-running campaign that reveals adults sharing the joys of gummy bears informal settings like business boardrooms. By using Instagram users a possibility to win a year’s supply of the sweets, Haribo is advising individuals to share videos made with the AR lens, assisting to extend the organic reach of the campaign.
Haribo’s newest “Kids’ Voices” campaign comes as customers increase their sweet purchases during the holiday season. A majority (91%) of U.S. customers said they celebrate the holidays with chocolate and candy, while 80% will buy as much or more chocolate and candy than normal this year, a survey by the National Confectioners Association discovered. With many individuals wanting to keep holiday customs even as the pandemic disrupts their strategies, sweet can provide basic conveniences that likewise stimulate feelings of nostalgia, according to the trade group.
Haribo is among the candy makers that have introduced current campaigns as vacation buyers purchase deals to offer out as gifts. Ferrero Rocher, the chocolate brand name owned by confectioner Ferrero Group, this month presented a multimedia effort that includes a social media obstacle, in addition to influencer content and a TELEVISION spot. The brand name’s “Golden Chance” campaign asked individuals to share pictures and videos of their vacation customs for a chance to win sweepstakes. Hershey’s Kisses this year updated its “Christmas bells” advertisement that primarily has been the same for the past 31 years, however, dealt with an instant reaction on social networks as customers complained about the modification. Amidst the dustup, Hershey’s announced on Twitter that it will run both variations of the advertisement during the holiday.
