A sweet success story

the situation

HARIBO, the world’s largest manufacturer of gummi candies, was looking for new ways to create buzz, excitement and momentum around their robust selection of gummies to grow household penetration within a crowded confectionery category.

the acceleration

Motion built a strategic roadmap and assembled a specific HARIBO team that served as a constant resource to the client. We developed unique ideas to elicit consumer excitement and brought national attention to HARIBO with creative concepts and big headlines. In phase one alone, we received 163 earned media placements leading to just over 103MM total media impressions.

Motion made headlines for HARIBO and its partnership with PUMA, along with securing national attention media coverage for its new global gummi mix on The Tonight Show starring Jimmy Fallon. We were relentless in our approach to uncovering new ideas and timely topics to pique the interest of editorial media, which resulted in coverage in Delish, Today, Good Morning America, Parade, People and more.

To unveil the new HARIBO watermelon variety, Motion secured a nationally renowned fruit carver who made a juicy splash with a giant watermelon carving to showcase at the Sweets & Snacks Expo.

The decoder kit with special glasses allowed people to explore fun HARIBO facts and new flavors in a fun, childlike way.


Total In-Booth Media Appointments at Sweet & Snacks


Total Number of Placements


Total Number of Media Impressions