thjnk and HARIBO open up a new chapter.

A piece of advertising history enters the next round: As announced in November, popular German comedian, actor and director Michael Bully Herbig is now the new face of the tradition-steeped brand based in Bonn. This is a big step, because never before has there been a longer-running testimonial for a brand than with Herbig’s predecessor Thomas Gottschalk for HARIBO.

Cooperation between the model brand ambassador and HARIBO began in 1991. Since then, Thomas Gottschalk has appeared in some 260 commercials, even making it into the Guinness Book of Records in this capacity. Now, the brand is being given a new face.

The Hamburg branch of the thjnk agency group joined with HARIBO in launching the first stage of this new campaign which, solely by announcing the newly cast role, reaped a huge media response.

“We are delighted to have found in Bully a personality who fits perfectly with the brand to carry on Thomas Gottschalk’s work. Naturally, we wish to thank Thomas Gottschalk for 25 unforgettable years – and, as one of the longest-serving HARIBOers, he will remain with us for a long time to come,” said Felix Theato, Marketing and Sales Director at HARIBO.

The widely anticipated campaign is set to kick off in January 2015, initially with a handover commercial featuring both Thomas Gottschalk and Michael Bully Herbig together. “It’s been an incredibly exciting and demanding challenge inheriting the longest-running testimonial, especially knowing that the target groups have very high expectations of HARIBO communications,” said Francisca Maass, Group Creative Director at thjnk Hamburg.

Commercials for other products will follow throughout the year.

The commercial

Responsible on the client side:
Marketing and Sales Director: Felix Theato
Head of Brand Communications: Katja Johannson

Responsible on the agency side:
Group Creative Director: Francisca Maass
Creative Director thjnk film: Florian Weber
Creative Art Senior: Raphael Schils
Creative Art: Mathias Wilke
Creative Copy Senior: Niklas Schachtebeck
Creative Copy: Nicholas Davis
Strategist: Max Weigl
Managing Director Accounts: Lars Trzebiatowsky
Account Manager Senior: Alexander Berg
Account Manager: Claudia Dührkop
Team Assistant: Cara Turkowski
Agency Producer: Swenja Krosien

Responsible on the production side:
Film production: Soup Filmproduktion GmbH
Director: Marco Kreuzpaintner
Camera: Ueli Steiger
Post production: nhb video GmbH
Music: klangkanzlei