To celebrate the 100th birthday of the famous Goldbears we turned the colourful Bears black and initiated a cooperation with the “Wacken Open Air”, one of the world’s biggest metal festivals.
Inspired by the special edition a guitar was created, the “DeFender of Frohsinn” designed from top to bottom based on the HARIBO Goldbears. The instrument, limited to six pieces only, was handmade in Berlin by legendary guitar maker Alex Markusch whose customers include greats like Rammstein or Metallica.
The Goldbears in black were prominently featured in a teaser film to launch the campaign, starring metal guitarist Johnny and the “DeFender von Frohsinn”. In addition, print ads in newspapers, attention-grabbing content on social media and the limited release made fans hungry for the special edition.
At the Wacken Open Air, HARIBO hosted its own booth with lots of sweets, give-aways and a stage where the Goldbear guitar could be played by fans. Real-time content was produced throughout the entire time to let all fans take part in the action. The “Defender of Frohsinn” was signed on site and later auctioned for a good cause. And in the end, HARIBO even set a world record with the highest air guitar solo of all time.
The boldness of the Wacken project paid off and generated more than 20,000 new customers in the online store, 25% more traffic on the HARIBO website and a six-fold increase in orders. Over a hundred articles in newspapers, on the radio and on TV have reported about the cooperation and eleven million users on social media were mesmerised by the beauty that is the “DeFender of Frohsinn”.
Year:
2022
Agency:
Jung von Matt SPREE
Team:
Creative Direction: Henning Lisson, Christian Woelky
Art Director: Tom Reed, Bogdan Rackow
