Bad News Bears

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.

The shop has handled the account since 2001. Its last work was tagged, “The world’s finest gummi bears.” It tar geted young women and showed gummi bears imbedded in expensive jewelry.

“This time around, the client wanted to target teens. So we wanted something fun and playful without being risqué,” said Cheryl Garber, an account supervisor at Mad Dogs. “Teens like products they can interact with.”