Alexandre Nedel, CCO of Haribo, also detailed the candy brand’s strategies for the second half of the year, one of the most important periods for the brand
Haribo announced this week that investment in promotional activities has increased threefold by 2024. Haribo’s CCO, Alexandre Nedel, says that the omnichannel strategy is to make the brand present in consumers’ lives at (almost) all times.
“To combine online and offline actions, we will have Instagrammable materials at points of sale, such as portals and islands with the theme of the promotion, to attract consumers and allow them to interact with us from the point of sale,” said the executive.
The ‘Haribo – Embark on a Magical World’ campaign has a slogan that invites consumers to make dreams come true and create memorable moments with the brand. The communication pieces will be available in physical and digital environments nationwide.
“Consumer behavior in relation to media consumption has been changing over the years, and the point of sale still plays a fundamental role in decision-making. Therefore, it is important to create a campaign that is integrated across different communication environments, online and offline,” said Nedel.
Haribo tripled its investment in promotional activities in 2024 compared to the previous year. Why was this strategy, the promotional activities?
We are the global market leader in jelly beans and a pioneer in this sector. This year, we have decided to triple our investment in promotional activities to further boost the recognition of the Haribo brand in the Brazilian market and take advantage of the accelerated growth of the category. According to Nielsen, the jelly beans category, in general, grew by 10.9%. And when we talk specifically about jelly beans, the increase is 21.6%, from 2024 compared to 2023. This is a figure that shows that jelly beans continue to drive the growth of the category as a whole. Therefore, it is essential to remain active in this sector. At this time, we are working much harder on the concept of expanding the category, creating new points of sale and products, and having a more effective presence on different seasonal dates. Considering that we are in the second half of the year, this is an important period for the category, with important dates such as the June Festivals, Children’s Day, Halloween – with increasing adoption by the Brazilian market, in addition to Christmas and Black Friday. These are dates when sweets are consumed most, according to recent research conducted by Haribo in conjunction with Ipsos. Increasing our presence through actions such as promotions is crucial to reaching new consumers and strengthening our relationships with existing consumers, with this period in mind. Currently, our primary efforts are focused on points of sale, which are a substantial part of our marketing strategy. More than 30% of our marketing budget this year is being specifically directed towards promotions.
What specific strategies will be used to integrate the “Embark on the Magical World” campaign into online and offline environments?
For this campaign, we invested in an omnichannel campaign that integrates online and offline environments, thinking about 360 communication. Our goal is to be present in consumers’ lives and have the opportunity to have contact with consumers on different consumption occasions. To combine online and offline actions, we will have Instagrammable materials at the points of sale, such as portals and islands with the theme of the promotion, to attract consumers and allow them to interact with us from the point of sale.
How does Haribo intend to use prizes to strengthen customer loyalty and increase sales?
Recent research shows that consumers are looking for promotional campaigns that are easy to register for and cash prizes. Therefore, we have included attractive prizes that spark consumer interest and are associated with the consumption of the products. In addition, we have included an aspirational prize, which is a trip worth R$100,000, which reinforces our goal of creating emotional memories, a unique experience, and thus maintaining loyalty. Based on the experience of consuming Haribo products, with all the quality offered and guaranteed, we make the link between loyalty and the possibility of winning prizes. Based on the campaign, we have been able to pave a path that involves product testing, brand awareness, and loyalty.
How does Haribo plan to leverage social media interactions to increase consumer engagement and participation in the promotion?
We are investing heavily in directing content to our target audience on different fronts. One of them is actions with influencers who have synergy with our consumers to generate engagement and affinity. We will have links for online purchases, and the digital strategy is not limited to social media; we will also contribute other actions such as programmatic media and geolocation.
The text talks about the ‘accelerated growth of the brand in Brazil’. How has this growth been? To what do you attribute this growth? How much percent was it?
For 2024, we project a robust 25% growth in brand distribution, higher than in 2023, compared to 2022; and we also expect 30% growth in sales for 2024. To support this goal, we are investing in the campaign and other areas of activity. The growth comes from a strategy focused on innovation, product quality, and also visibility at points of sale and relationships with retailers. We are attentive to these pillars that strengthen the brand’s growth, combined with the expertise of a century-old German brand that has provided consumers with a unique experience in the category. In addition, in the candy sector, we already see opportunities, mainly in the gelatin candy category itself, which has emerged and shown growth that is reflected in Haribo’s performance.
What are Haribo’s expectations in terms of market growth in Brazil?
We are optimistic about the potential for continued growth in the Brazilian market. We are closely monitoring consumer demand to develop and launch products that appeal to Brazilian tastes. Based on current trends and the positive consumer response to our campaigns, we expect to continue to expand our market share significantly in the coming years. We expect to consolidate our position as one of the preferred brands in the jelly bean segment and gain even more ground among Brazilian consumers. These strategies and expectations reflect our commitment to strengthening Haribo’s presence in Brazil by offering unique and captivating experiences that resonate with our target audience. This campaign aims not only to engage consumers, but also to encourage our business partners to engage more deeply with our brand, thereby strengthening our market position and driving sustainable growth.
