This Cadbury campaign unites football legends and grassroots ambition in a moving narrative of community impact — Clapboard's Global Ad Archive.
Fishing - HARIBO | Clapboard Ad Archive
HARIBO’s Fishing campaign, developed with Quiet Storm for the UK confectionery and snacks market in 2024, marks a decade of the brand’s now-iconic Kids’ Voices strategy by delivering yet another instantly recognisable blend of warmth, everyday British wit, and pure childhood joy, set against the rugged tranquillity of the Scottish Highlands. With deft comic contrast, the ad places two visibly grizzled fishermen on a placid loch, yet when a pack of HARIBO Starmix enters the scene, the adult façade yields to a burst of play: their dialogue flips to the unmistakable voices and magical logic of children. From pondering whether a Happy-Cola sweet is shiny enough to lure actual fish, to a faux-scary riff about two green Goldbears looking like the Loch Ness monster, the spot distils the essence of why this campaign has endured — ordinary settings transformed by confectionary into moments of universal connection and mischief. This approach fits squarely in what Clapboard’s taxonomy designates as FORMAT#11—Unique Personality Property, with HARIBO doubling down on its proprietary creative device instead of conventional product demonstrations or problem-solution narratives. With creative handled fully in-house at Quiet Storm, the film’s production values and gentle comedic momentum serve to reinforce rather than overshadow the emotional insight that has defined the Kids’ Voices lineage since 2014: the power of sweets to collapse adult reserve and unlock authentic, shared happiness, regardless of age or circumstance. Launching across television and VOD through Mindshare’s media orchestration, Fishing not only refreshes HARIBO’s share of voice amid a fiercely competitive category—rivalled by established players like Cadbury, Nestlé, Mars Wrigley, Maynards Bassetts, and Rowntree—but deepens brand salience with its refusal to deviate from a proven and market-shaping platform. Consumers have responded in kind, pushing campaign viewership beyond 130,000 and affirming the cross-generational popularity this campaign series commands. The campaign earns 73/100 in Clapboard’s global creative archive. In a marketplace where most confectionery advertising defaults to nostalgic comfort or overt product indulgence, HARIBO’s steadfast investment in creative consistency and distinctive brand personality signals the long-term value of platforms that own—and reinvent—their emotional insight over time.
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