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“HARIBO makes children happy and adults too” is a slogan that almost everyone is likely to be familiar with. It’s no wonder, as HARIBO is not only one of the most well-known companies in Germany but has also gained attention multiple times through creative and successful marketing efforts. As the world market leader in the gummy and licorice industry, HARIBO distributes a diverse range of confectionery products in over 120 countries around the world.


Nationwide Roadshow

How can the brand essence of the market leader “Childlike Joy” be portrayed at the point of sale (POS) while simultaneously introducing and positioning numerous product innovations? The answer is a multi-promotions concept, at the core of which is a massive truck that tours across Germany with additional attractions. Essentially, it’s an entire brand world on wheels.

Inside and beside the truck, both children and adults can have fun with numerous branded games and interactive tools. Samplings are distributed, and the brand is brought to life in a close and tangible way. Also included as a walking act is, of course, the centerpiece of the brand: the Gold Bear. Simultaneously, in various markets, additional promotion actions, such as a HARIBO “Candy-Bar,” take place.

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Pop-Up Museum

Prize-winning HARIBO Pop-Up Museum

On the occasion of the 100th birthday of the HARIBO Gold Bears, a pop-up exhibition is touring Germany, inviting fans and enthusiasts to browse and enjoy some treats. For this extraordinary initiative, HARIBO is awarded the German Brand Award for outstanding brand communication. Experts praised the idea of creatively, multimedia, and futuristically staging the brand history of the HARIBO Gold Bears

B+D is responsible for the module, security, and hygiene concepts, staff provision, location scouting, tour planning, and logistics management – you name it. In a historic HARIBO vintage bus transformed into a museum, various exhibits from the history of the traditional company can be admired. Additionally, a creatively designed location with two converted overseas containers provides space for further multimedia attractions. The centerpiece is a “Gold Bears Machine,” where both young and old can not only witness the live production of the famous candy but also enjoy it at the push of a button. The campaign takes place over a period of 56 days in 5 German cities, attracting over 50,000 visitors.