What Women Want: Gummi Bears

In its first major U.S. ad campaign, German candy maker Haribo targets women by likening its gummi bear brand to fine jewelry.

Three print ads, by Mad Dogs & Englishmen in New York, will break in May issues of magazines such as Cosmopolitan, InStyle and YM.

In one execution, a woman’s exposed navel shows a green gummi bear inserted in her bellybutton.

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