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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. “In case of emergency, gently remove,” the copy reads. Another ad reveals a yellow bear dangling from a woman’s earlobe.
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