Haribo is one of the historic sponsor of the famous cycle race "Le Tour de France". 

Haribo distribute 1,500,000 candy bags during the event, which represents 2,5 metric tons by step. All the vehicles have a structure in the objective to have a strong visual identity. 

The presence of the brand on this event is the possibility for Haribo to communicate about new products like Tagada Pink or Dragoon Pik in front of 12 to 15 million spectators.

The advertising caravan embodies many values like party or conviviality.This values get close to the ones Haribo wants to promote, that explains why Haribo is on this popular event.

This caravan is the most expected, more particularly by the children. 

Source: Amaury Sport Organisation 
Credit photos: Mons/ Presse Sports

What does Haribo mean?

The company was created in 1920 by Hans Riegel. He was born in 1893 in Bonn, Germany. Haribo is an acronym defined by:

HA for Hans
RI for Riegel
BO for Bonn

The slogan:

According to the international aspect of the brand, Slogans are used in various languages around the world seem to be variations on the same theme, written with rhythms in most languages.

In French: “Haribo c’est beau la vie, pour les grands et les petits”
In English: « Kids and grown-up love it so, the happy world of Haribo »
In Italian: “Haribo è la bontà – che si gusta ad ogni età”
In Portuguese: “Haribo doces sabores – para os pequenos e os maiores”
In Spanish: “Vive un sabor mágico, ven al mundo Haribo”

The main objective of the slogan is to convey the vitality, the open spirit of the brand and fun.

Strengths:

99% assisted reputation for 15-24 years old consumers.

Leader in the market with 35% market share in France

International brand

Varied offer and strong innovative policy

High communication : ads, sponsoring, partnerships...

Strong adaptability to consumer ways of life

Well known mascot

Weaknesses

Strong brand image, obligation to keep strong communication.

Act instinctively, without market researchs

Opportunities:

Industry in growth

Growth perspectives in European market

Sweet consumption in rising

New innovative opportunities

Threats:

Drop of consumption with the economic crisis

French are poor sweet consumers instead of other european countries

Obesity troubles and taxes

Strong competition 

  By Anne-Lise

By Anne-lise,

     The French Candy market has a turnover of one billion euros (2006.) It is dominated by foreign companies that own strong brands, then a few familial firms that target precise markets segments.

Foreign companies:

-        Nestlé France: Part of the Swiss group Nestlé, with a turnover of four billion euros in 2006, with 320 million in chocolate and candies. Its candies brands are Quality Street candies, Lion chocolate bars...

 -        Kraft Foods: Belongs to the American Philipps Morris.  Owns many brands such as La Vosgienne, Krema,Kiss Cool, Hollywood bubble gums, Tonigum and Malabar, Vichy and Lajauni. Its subsidiary Kraft Foods France had a turnover of 1,5 billion Euros in 2006.

-        Cadbury Schweppes: British Group of beverages and candies. Its French subsidiary, la Pie qui Chante, is third on the French candies market with a turnover of 991, 1 million euros in 2006.

 -        Wrigley, American: Bubblegum’s world leader with brands such as Freedent. Its French subsidiary, Solinest had a turnover of 261, 6 million Euros in 2006.

 -        Haribo Ricqlès Zan: Number 1 on the French candies market. They had a turnover of 105, 7 million euros in 2006.

-        Ferrero: Familial Italian brand, fourth world leader of chocolate and candies market with a turnover of 820 million euros in 2006. Their main candy product is Tic-Tac and their main chocolate products are Nutella and Kinder.

-        Chupa Chups: (Spanish), the lollipops market world leader, owned by the Bemat family. Its French subsidiary had a turnover of 39,4 million euros in 2006.

 French groups :

-        Cemoi: Candies and chocolate producer. Turnover of 368,9 million euros in 2006.

 -        Lamy Lutti: number 1 of candies for grown-ups on the French market. Their turnover was of 87,3 million euros in 2006, they are second after Haribo for children candies with a turnover in that market of  18,5 million euros.

 Other small groups :

-        Clément Faugier, Verquin Confiseur…

Posted by Anne-Lise

Haribo opened its first candies kiosk at Montparnasse railway station. It is its second point of sales (after the factory store) of direct distribution channel. It is playful, modern and colored, like the brand.

The whole range of candies is displayed in bubbles in transparent Plexiglas, with mini bags and small boxes to take away.

It shows the brand's willingness to increase its presence  at a place where about fifty million travelers pass in transit every year.

Thanks to this corner kick, the brand addresses its various targets: children going on holidays, parents, but also business men and women for whom candy is  synonymous of pleasure and relaxation...

 By Anne-Lise

We can distinguish five main categories of candies consumers.

1. Addicts and greedy consumers.

• They love children candies (79%) and bubble-gums (62%), but also many other kinds of candies which they eat very regularly, for all occasions: at home (72%), at cinemas (19%), in cars (31%), at birthdays (40%) and even for Halloween (19%)

.• They look for pleasure, relaxation and comfort.

2.  Reasonable consumers.

• They consume more occasionally candies for grown-ups and children, small pocket candies, regional specialties and bubble-gums.

• They limit candies consumption to some moments of the day (47%).

3. Sugar-free consumers: (12% of total population.)

• Small consumers of candies and big consumers of sugar-free bubble-gums: (73%), often chew sugar-free bubble-gums, and 40% of them eat small sugar free candies.

• 47% of them feel guilty when eating a candy.

• 44% of them consider eating candies as a moment of complicity and sharing.

4. Generous consumers.

• “Big buyers, small eaters”: 58% are non-consumers.

• ”Grandma Gateau”: Women above sixty-five, they buy candies in order to offer them. (67%)

• « Far-sighted »: 43% of their purchase are planned in advance.

5. Indifferent and Reticent consumers.

• Less and less consume candies and never buy them.

• Nearly half of them states candies allow them to share times of complicity with their family and friends.

• Rarely have children.

Source: Benavent, 2008, La Stratégie d'Haribo. Retrieved from:  http://christophe.benavent.free.fr/IMG/pdf/MSG1_2008_Haribo.pdf