HARIBO

THE CURSE OF THE ORDINARY TREAT

HARIBO

THE CURSE OF THE ORDINARY TREAT

THE NEW CHAPTER OF “TREAT OR TRICK?”

The project

Every Halloween, children receive countless treats that they don't particularly like. So, we decided to help them break free from the "Curse of the Ordinary Treat" by transforming unwanted sweets into delicious HARIBO candies.

Client

Haribo

Project

Integrated Project

Actions

Brand Activation

Special OOH

Social Campaign

Consumer Promo

On air

2024

A GOOD WITCH TO HELP CHILDREN

The on field event

The heart of the activity was a traveling event where a witch traveled around the city of Milan in her van, engaging children and inviting them to throw fake ordinary treats into a cauldron, recite the magic phrase “ Trick or Treat?”, and immediately receive lots of HARIBO candies in return.

THE CURSE HITS EVEN THE SUBWAY

Dressing up an entire train of Metro Lilla

We captured the attention of passengers by customizing the interior of the train with fun messages that poked fun at the various misfortunes that happen to those who travel by metro. As a surprise, the HARIBO bear mascot made an entrance to bring a smile to travelers. On the surface, at the metro entrance, some hostesses distributed complimentary HARIBO candies.

THE WITCH CALLS FOR FAMILY HELP

The social media video strategy

On the brand’s social channels, we developed a campaign to bring the concept to life and invite people to the event, featuring various content including a Halloween-style video nursery rhyme performed by our good witch, which was incredibly successful, especially among the family target audience.

TO BE FINALLY FREE, YOU NEED TO STOCK UP ON HARIBO

The in-store contest

A key landing point of the activity was the retail store, where a dedicated promotion invited customers to purchase HARIBO to break the Curse, immediately receive a personalized shopper bag, and enter to win bear-shaped molds, perfect for making lots of sweets with the brand’s iconic candies.

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