2. THE NAME HARIBO HANS RIEGEL BONN Company that produces candy
Founded in Germany, in Bonn
By Hans Riegel
In 1920
The Belgian office is in Kontich
HANS RIEGEL BONN
HARIBO

3. Hans Riegel died in 1945 (51 years old)
After his wife, his sons led the company
Hans Junior and Paul are the sons
Paul was the head of the technical activities
Hans Junior took the commercial leadership
HARIBO in more than 100 countries
Paul died in 2009 (82 years old)
Hans Junior died in 2013 (90 years old)

4. THE TARGET AUDIENCE Mostly children
Older people are less tempted to buy it
The children like the colors, the shapes, …
A bear is the logo of HARIBO
Families with children is the target audience of HARIBO

5. BRAND IMAGE Well-known candy brand The biggest in Belgium
A totally reputation of almost 90%
It exists nearly 94 years
Kids love it and many people grown up with it

6. THE POSITIONING Most popular candy brand
Defeated his rivals Fruit-tella and Mentos
Won the title of “The most popular brand of candy in Belgium”
Three times (2004, 2006 and 2009)
Totally name of a known of almost 90%
The bags are easy to carry and eat
Sweets in different tastes, smells, colors and shapes

7. THE PACKAGING Quality sweets Attractive (colours and tastes)
Packaging is made fun
Encourages people to buy it
It renews itself
It’s fun for kids and good for sales

8. THE SLOGAN
“Kids and grown ups love it so,
the happy world of HARIBO”

9. Have fun with HARIBO!!