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A new print campaign for Haribo gummi bears positions the colorful candies as having a mischievous streak that goes beyond ripping out your fillings.
In one of three print executions bearing (ahem) the tagline, “Naughty little bears,” the fruit-flavored candies are depicted having a tug-of-war. And they’re using another gummi bear as the “tug.”
A second ad shows three of them on top of a stapler. Nearby, another gummi has been stapled to the floor.
In the third, a diary sits upright on its spine as a gummi tries for a peek.
The campaign from Mad Dogs & Englishmen in New York breaks in September issues of magazines such as Cosmo Girl, Seventeen, Teen People, Skateboarding and WWE.
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