100 Years of Goldbears
To mark the 100th anniversary of its iconic Goldbears, Haribo aimed for a campaign that would go beyond driving short-term sales. The brand sought to celebrate its heritage in a way that felt meaningful to families and young adults in Singapore, while reinforcing the joy and nostalgia Goldbears have represented for generations. The challenge was to build emotional connection, boost shopper engagement, and offer customers a keepsake that would live on well beyond the pack and transform a purchase into a lasting brand memory.
Target audience: Families with children and young adults in Singapore.
Planning & Execution
TLC designed a purpose-led campaign mechanic to address Haribo’s need for deeper emotional engagement during its 100-year milestone. Rather than relying on transactional incentives, the solution focused on transforming everyday purchases into moments of shared meaning. By linking qualifying Goldbears purchases to a personalized photobook experience, the campaign tapped into local insights around families’ desire to preserve meaningful moments. This approach delivered a simple, accessible mechanic that drove participation, strengthened emotional connection, and reinforced Haribo’s story beyond the point of purchase.
Effectiveness / Results
- +42% Year-on-Year Sales Growth
- +31% Customer Engagement on social media