Taking the Haribo Goldbear
from #9 to #1

Situation:

When I got involved with the brand in 2018, the German gummy giant HARIBO had long been available in Japan - but mostly at import specialty stores. Yes, the Goldbear could be found in some popular retail outlets, but a high price versus local players kept velocity, and thus distribution, low. And any awareness and equity that had been earned were virtually outdone by some corrosive brand confusion: Online research showed that consumers thought HARIBO was American and thus, contained artificial colors - both wrong.

Mission:

Take this venerable brand out of niche ‘import grocery’ and revamp it into a mainstream contender.

Actions:

Price: Changed package size and price to bring the Goldbear into the “volume zone,” where consumers (and retail buyers) live.

Package: Revamped package to squarely address the top drivers and barriers to purchase - all while communicating more clearly and keeping the foreign mystique.

Product: Because Japanese consumers and retailers are addicted to new products, we launched an aggressive new product plan leveraging existing brand flavors and actions to drive excitement with the base.

Promotion: First, we executed an in-store merchandising splash including full bay displays, backed by a robust promotion budget. Then, we blitzed the airwaves with a first-ever Japan TV ad campaign that rocketed sales. See below!

Results:

Buyers, once dismissive of this underperforming “imported” brand, were clamoring for inventory. Velocity and distribution spiked, and the HARIBO Goldbear reached the top slot!

The road was not easy, and there were… doubters. Retailers punished what they thought were senseless moves.

Today, when you stop into any Japanese convenience store or major supermarket, you’ll still only be able to count the foreign brands on a few fingers; but HARIBO continues to be the major brand retailers must carry.

Japan version “kid’s voices” global TV campaign

Haribo

Press (Japanese)