Client and Sector
Client: Haribo — a historic German confectionery brand founded in 1920, and a market leader in gummy candies in France and across several European countries.
Sector: Food & Beverage / Confectionery, with strong distribution in mass retail and a widely recognized family-friendly brand image.
Challenge
While Haribo sees peak sales during Halloween, the brand needed to create a new consumer moment in a different part of the calendar.
The challenge: design a fun, creative and inclusive activation that would delight both children and adults — without having to wait until October.
Approach
The idea: launch a Summer Piñata Party inspired by the brand’s most iconic candies. This festive and playful experience would celebrate the start of summer, school holidays, and joyful moments of togetherness — all centered around the pure pleasure of making candy “rain from the sky.”
Execution
Outdoor summer tour: Haribo organized a lively three-city event series in France:
Over three weekends, families were invited to enjoy creative workshops, playful games, exclusive tastings — and of course, giant piñatas bursting with Haribo treats.
Tone and setting: A colorful, friendly, and joyful atmosphere that celebrated summer fun and shared moments between generations.
Results
Memorable experience: The activation created a standout, family-friendly moment in the summer calendar, bringing joy and delight to both children and parents.
Amplified visibility: The event received strong media coverage (both local and digital), supported by the launch of limited edition Haribo “Summer Piñata Party” products (available in bags and multipacks in stores).
Strategic impact: Haribo successfully established a new seasonal occasion, expanding its consumption calendar while reinforcing its image as a joyful, multigenerational brand.
