In its latest nostalgic sugar rush, HARIBO launches Nostalgix, a new line of sweets that takes a soft, squishy swing at Britain’s classic boiled candy heritage. Rhubarb & Custard, Cola Cubes, Pear Drops, Pineapple Cubes—remember them? Now imagine them without the enamel-risking crunch and with the trademark HARIBO goo factor.
This latest campaign comes from Quiet Storm, continuing their Kids Voices legacy—a format that has now been stretched for over a decade, like a stubborn piece of gummy.
Softcore Nostalgia, HARIBO Style
The Nostalgix film is set on a sun-drenched British promenade—a nod to seaside postcard Britain—with two women giggling through a bag of sweets in those familiar dubbed children’s voices. It’s charming, in the way a sugar-coated memory of youth often is, until you remember the original sweets were hard as rocks and sold by the ounce in jars taller than you.
The absurdity of two adult women cooing about Pineapple Cubes being “squidgy like a jellyfish” might raise an eyebrow, but that’s the charm (or gimmick) of Kids Voices. It’s a surrealist take on adult nostalgia that makes it feel like our inner child never learned to speak like a grown-up.
Meanwhile, the Tangfastics spot revives the office breakroom trope: two coworkers tearing into a bag mid-shift, gushing in baby-talk about the “Tang-amazing” delights. Office rebellion never looked so citrusy.
Sugar, Sentiment, and a Side of Sanity Check
Credit where it’s due: HARIBO and Quiet Storm have created a campaign that, like the sweets, is designed to stick. The ‘Kids Voices’ format has become synonymous with HARIBO advertising and has clearly proven its elasticity (20+ markets, after all). But one might wonder if this format—though iconic—is starting to echo itself. Like a once-funny ringtone, is it time for a remix?
Still, Nostalgix is a calculated move. In a market flooded with hyper-artificial flavours and protein-packed innovations, HARIBO doubles down on emotional comfort food. No health claims here—just the safe escapism of squidgy rhubarb dreams.
Phil Murphy of HARIBO UK & Ireland puts it plainly: this campaign is about smiles. And to be fair, it does deliver them, especially for viewers who grew up during the era of 10p sweets and sunburned holidays in Brighton.
Final Verdict
Nostalgix is a campaign that squeezes childhood memories into jelly shapes and wraps them in a blanket of harmless absurdity. It’s not revolutionary, but it’s effective—especially for audiences looking for a reminder of simpler times, now with 100% fewer chipped teeth.
Credits
Creative Director: Seb Jamous
Executive Creative Director: Trevor Robinson
Planner: Jon Howard
Copywriter (Tangfastics): Lily Le Moine
Art Director (Tangfastics): Shona Reilly
Copywriter & Art Director (Nostalgix): Seb Jamous
Account Director: Rob Mathie
Agency Producer: Emily Wolley
Director/Production Co: Seb Jamous (Quiet Storm)
Producer: Emily Wolley
Service Company: Gatehouse
Service Co. Producers: Karla Peetz (Exec. Producer) & Megan Baker (Line Producer)
Editor: Dave Owen (Quiet Storm)
Post Production: Dave Owen (Quiet Storm)
Sound Design: Dave Robinson (Creative Outpost)
Grade: George K (Black Kite)
DoP: Ross Hillier
Media Planning and Buying: Mindshare
