Starmix

HARIBO, the UK’s number one confectionery brand, is launching a major new out-of-home campaign for Starmix, bringing its enduring celebration of childlike happiness to life in a new way.
Created by long-standing strategic and creative partners Quiet Storm, the campaign takes HARIBO’s much-loved creative platform into an image-led medium, using its iconic Starmix shapes as the starting point for playful imagination.
The idea draws on something at the heart of the brand: HARIBO brings out the inner child in all of us. Inspired by the instinctive childhood act of seeing characters and stories in everyday objects, Starmix’s instantly recognisable shapes become the creative material.
The campaign brings to life a butterfly bursting into flight, a blazing rocket and a roaring dinosaur stomping the ground, each created from Starmix and signed off by the adults who imagined them.
The work also extends into 3D out-of-home, taking the creations beyond the poster and bringing them to life in the real world.
The campaign forms part of HARIBO’s wider brand platform, finding new ways to express its enduring celebration of childlike happiness across different channels.
It comes as brands adapt to a changing media landscape following the introduction of HFSS advertising restrictions, demonstrating how an established creative platform can continue to evolve within the channels available to it.
Massimo Fiori, Managing Director at Quiet Storm, said: “Starmix has always been a brilliant invitation to play. Its familiar shapes give you somewhere to start, then your imagination does the rest. This campaign captures that simple moment when a sweet becomes something entirely unexpected.”
The campaign runs across the UK and Republic of Ireland.
Philip Murphy, Chief Marketing Officer, HARIBO UK and Ireland: “Starmix was first created over 30 years ago. Since then, it has sparked playful imagination for millions of fans across the UK to become one of the nation’s favourite sweets. Our new creative shows limitless possibilities when you let your imagination run free with the iconic pieces of Starmix. We hope it reminds everyone of that feeling of childlike joy – no matter your age!”