Every now and then, a brand dares to step beyond the obvious and reminds us that joy can come in the simplest forms—like a handful of colorful candy. That’s precisely the spirit of “Happy Life”, Haribo’s latest campaign in France, produced with the creative flair of the agency Libre MullenLowe and directed by the talented Noémie Saglio.
Haribo has long built its storytelling around a powerful, universal insight: even grown-ups carry within them a playful, childlike energy just waiting to be awakened. Since 2014, its Kids Voices series has turned this idea into a signature format, delighting audiences worldwide by pairing adult characters with childlike voices and reactions—each time a gummy bear or a licorice bite enters the scene.
In “Happy Life”, the setting is delightfully familiar: a school’s parent-teacher meeting. But in Haribo’s world, even the most mundane settings can become magical. As parents sample the brand’s beloved sweets, the adult façade cracks open to reveal something much more tender—their inner child, voiced with innocence, wide-eyed wonder, and a hint of mischief. In just 30 seconds, the ad delivers a joyful escape from routine and reminds us that there’s always room for a little fun—even in a classroom full of serious grown-ups.
The film is elevated by Noémie Saglio’s unmistakable sense of humor, already seen in her work for television. Her direction brings a cinematic lightness and emotional authenticity that balances laughter with nostalgia, perfectly echoing Haribo’s positioning as “the treat for kids and grown-ups alike.”
At the heart of this campaign lies the new Happy Life range—a mix that brings together some of France’s favorite sweets in one cheerful, colorful bag. Through close-up shots, the ad draws attention to the variety of shapes, textures, and flavors, not just to sell a product, but to emphasize a feeling: connection, simplicity, and shared pleasure.
“The idea is simple,” explains Virginie Orezzi, Marketing and R&D Director at Haribo France. “When you open a Haribo bag and taste a candy, something inside you shifts—the child you once were comes back, even if just for a moment.”
What makes Kids Voices truly unique is its ability to travel across borders while staying deeply rooted in local culture. From sumo wrestlers in Japan to chess players in Poland, Haribo’s teams around the world have adapted the concept with cultural sensitivity and humor that resonates. This new French spot continues that tradition with a scenario anyone can relate to, made special through a single moment of shared delight.
After several years of silence—the last French spots aired in 2016 and 2019—Haribo returns to screens with a message that feels especially timely: in a world of to-do lists, emails, and grown-up responsibilities, it’s okay to press pause and remember who we were before we became adults.
With “Happy Life”, Haribo doesn’t just sell candy. It sells a smile, a memory, and a moment of sweet, carefree joy.
