When adults speak with children's voices

A claim dinosaur: the slogan "Haribo makes children happy" was created back in 1935 and the addition "and adults too!" was added in 1962. Since then, the company has never thought of abandoning the cult slogan - after all, according to a survey by TV channel Kabel 1, it is the best-known advertising slogan in Germany. The 20 Reichsmarks that the responsible copywriter received as a salary at the time still seem to be money well spent 80 years later.

And so the candy brand's 2019 campaign, launched a week ago, also focuses on the fact that Haribo not only inspires young people, but also old people. And often brings out the child in both men and women. This could not have been summed up more aptly than by having grown-ups speak with children's voices. If the YouTube comments are anything to go by, the audience seems to like it.

Incidentally, since this year Haribo has dispensed with celebrity figureheads in its advertising. From 1991 to 2015, Thomas Gottschalk was the face of the sweet gelatine creatures. This commitment not only brought the cult presenter a lot of money, but also an entry in the Guinness Book of Records as the longest advertising partnership. His successor Michael "Bully" Herbig was in office until 2018. Mirror the company now wants to test new advertising concepts - and the first tests are already impressive.