Haribo is combining Canadians’ national game with its own childlike spirit in its recent spot, “Penalty Box,” which features tough hockey players voiced by children.

The campaign was designed specifically for the Canadian market and is a part of Haribo’s global “Kids’ Voices” platform.

Mareike Temmen, senior manager of marketing at Haribo, tells strategy the brand has been working to boost market penetration and brand awareness in Canada. It was therefore crucial for the German confectionary to create a Canadian spot to resonate authentically with Canadians, she adds. “Canadians have a unique identity. Building a real cultural connection meant tapping into what brings them together. That’s why we leaned into their love of hockey and crafted a narrative that felt truly relevant to them.”

Temmen says the brand “has been growing quickly in Canada,” reaching number two in the branded Canadian gummy candy market since it was first introduced nationally in 2022. “We thought it was time to create a spot that was tailored specifically to Canadians, focusing on what they are passionate about and the attributes of our candy that matter to them,” she says.

The creative features hockey players – voiced as children – enjoying Haribo Goldbears in the penalty box. Instead of a traditional script, Haribo and agency partner Publicis Windsor set up a casual hockey scenario, letting real kids naturally interact while enjoying their candies, and responding to prompts.

Vini Dalvi, Publicis CCO, tells strategy the kids steered the narrative, showing “that Haribo brings out childlike fun for everyone, no matter how serious or tough they may seem.”

“We also saw how seriously people take the sport at times,” Dalvi says. “The intensity, the rivalries, the emotions. So we decided to flip the script and use this as an opportunity to turn seriousness into a bit of fun, and remind people that even in the most intense moments there is always room for a little joy.”

The campaign is running on television throughout March.