Haribo and Heinemann hit the right note with high-profile promotions

Sugar confectionery brand Haribo has teamed up with Gebr Heinemann for a series of high-profile activations this summer at European airports.

The activations feature a brightly coloured Haribo branded “Heinemann’s Choice” Stage, stocked with the latest travel-exclusive products. A five-key xylophone at the centre of the promotion invites travellers to have a go at playing the ‘Kids and grown-ups love it so, the happy world of Haribo!’ jingle.

“Child-like happiness”: The fun promotion invites adults and children to interact with the Haribo brand

Haribo said the purpose of the activation is to enhance the Haribo brand experience, engage with shoppers and encourage them to interact with the brand’s key assets.

Frankfurt and Budapest international airports were the first locations to feature the promotion in May. Versions of the branding concept will be rolled out at Oslo, Stavanger, Cologne, Berlin Schönefeld and Hamburg over the summer and running into autumn.

The branding concept will be tweaked slightly as it moves to different European airports over the summer

Haribo Marketing Manager Travel Retail Elisa Fontana commented: “We are delighted that Heinemann was enthusiastic about mounting this Haribo branding concept which is, I believe, the first of its kind. The xylophone represents perfectly the child-like happiness that is so much a part of our DNA and already we are finding that it appeals enormously to ‘children’ of all ages. The concept will evolve as it moves around Europe so passengers should look out for more Haribo delights whenever they shop at Heinemann stores this summer.”

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