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HARIBO | Wacken Open Air
Agency
Jung von Matt
Role
Concept Development, Social Media
Project Type
Integrated Campaign & Brand Activation
Case
Social media
As part of the 100th anniversary of Goldbears, HARIBO's lead agency Jung von Matt SPREE adds another highlight. In the year of the reopening of the festival season, the fruit gum market leader presents itself from a surprising angle and teams up with Europe's arguably most famous metal festival: Wacken Open Air. At the core of this extraordinary collaboration is a "hardcore limited" special edition: HARIBO Wacken Goldbears in black with Fassbrause flavor.
Silver Effie 2023 – Brand Experience & Partnerships
Recognized for outstanding campaign effectiveness in boosting brand perception and sales.
PR Report Award 2023 – Event and Live Communication
Honored for the successful execution of impactful live communication strategies.
German Media Award 2023 – Best Media Idea of the Year: Brand Experience & Event
The jury praised HARIBO’s bold move outside its comfort zone and noted the campaign’s positive impact on brand image.
Two International German PR Awards 2023 / Staging and Live Communication / Sales-Oriented Communication, Recognized for creative live staging and the campaign’s strong influence on driving sales.
