Haribo Teams With Driver, Valdes-Scantling For Social Component Of New Football-Themed Ad


Rosemont, IL — Haribo of America, Inc. is partnering with professional athletes, Donald Driver and Marquez Valdes-Scantling. The two put their spin on the brand’s new football-inspired commercial. Driver and Valdes-Scantling are lending their personalities to a social media collaboration with the brand, doing their best imitations of the new commercial’s kid-centric dialogue, which features two football players sitting on the sidelines touting their love of Haribo Goldbears.

“We’re thrilled to partner with two truly inspirational stars and Haribo fanatics, Donald Driver and Marquez Valdes-Scantling, to bring to life the heart of our brand and newest TV commercial,” says Seth Klugherz, VP of marketing. “Audiences have loved these commercials because they capture what it feels like to have those special moments of childlike happiness when someone enjoys a bag of Haribo, like Goldbears, Starmix or Twin Snakes. It’s an exciting time to premiere a football-themed commercial, and we hope families and friends will be inspired to enjoy a super big bowl of Haribo treats the next time they tune into a Sunday game.”

Driver and Valdes-Scantling both have had successful football careers in Wisconsin, the home of the company’s only U.S. manufacturing facility. Their banter in the new teaser brings more humor to the new campaign and underscores Haribo’s mission to bring out the inner child in all of us.

“I’ve been a Haribo fan for years, so I was thrilled to team up with the brand to celebrate the fun and joy that makes them so special, blending two of my favorite things: football and gummi bears,” says Driver. “It was so much fun to riff on this new commercial with my friend, MVS. Both of us are huge fans of Haribo gummies, so getting to create this content with the brand was a pretty sweet catch for both of us.”

The ad was developed by the company’s global creative agency, Quiet Storm, and includes 30- and 15-second versions. The commercial premiered during the 66th annual Grammy Awards.