Haribo, the candy maker of Goldbears gummy bears, has named Kansas City’s Barkley agency of record across digital and social following a review.
Barkley will be responsible for increasing awareness to the brand’s other candies beyond the hallmark Goldbears including Starmix and Twin Snakes, according to an agency statement. The shop will also develop the social media strategy for the company’s new line of sour gummies, Haribo Zing, in early 2019.
“Barkley’s understanding of the modern consumer is what clearly set them apart,” Melissa Bley, Haribo brand manager, said in a statement. “We want to ensure we have a true thought partner on all things digital and we know we have that with the experts at Barkley.”
The agency said it will handle the work through the creation of a new team, called Fuel, that includes “fully-dedicated content creators.” The team was created “to meet the unique budget and content requirements of social media and digital marketing,” according to Barkley.
“We have a lot of energy and passion for Haribo,” added Jason Parks, Barkley evp and managing director. “It’s a fun brand, a growing brand, and it reinforces our Gen Z and heritage brand expertise. Plus, it’s candy, and who doesn’t love candy?”
Kantar Media reported that Haribo spent just under $17 million on paid media in the U.S. in 2017, nearly all of which was spent during the first half of the year. During the first half of 2018, Haribo spent $16.3 million, according to Kantar.
Worth noting, Joan Creative handles work for gummy challenger brand Ferrara Candy’s Black Forest, which developed a whimsical outdoor activation in New York City in August that included a 20-foot tree with silk leaves, actor Brooklyn Decker, 10,000 free samples of candy and actors dressed as the brand’s mythical woodland characters.