SHANGHAI, 23 OCTOBER, 2017 – HARIBO, world’s renowned confectionery brand from Germany, has introduced 3 new products in China carrying the food product name created by Labbrand.
Founded in 1920 by Hans Riegel, HARIBO is one of the biggest manufacturers of gummi and jelly sweets in the world, with its products mainly consisting of Gummi Bears, other jelly sweets and liquorice. Since 2015, the colorful HARIBO gummies have enjoyed great success and popularity in China. With the increasing emphasis on the Chinese market, Haribo hopes to bring its diverse product portfolio to China, introducing more flavors and varieties to its Chinese customers.
Since 2012, Labbrand has been working closely with HARIBO to validate and create over 20 Chinese names for its brand and products, as well as for the tagline and Jingle of the Haribo brand. Chinese names 萌桃仔 [méng táo zǎi] for Peaches, 趣缤纷 [qù bīn fēn] for Supa Mix and 甜莓狂想 [tián méi kuáng xiǎng] for Berry Dream were amongst the first new releases from the brand.
“We have been working with Labbrand since years thanks to their deep knowledge of our branding needs and Naming expertise. The creativity, professionalism and accessibility of the team at Labbrand are amongst the things that stand-out and underlines our smooth and inspiring collaboration. We are very happy to see the fruits of our team work being present in the Chinese market. We look forward to further collaborations in years to come!” said Lillian Chen, Marketing Manager of HARIBO China.
The three new products launched are:
Peaches, a peach flavor two-toned, sugar-dusted gummi. The Chinese name 萌桃仔 [méng táo zǎi] (cute/ peach/ young) personalizes the sweets as a cute little person by putting 仔 [zǎi] at the end. Originated from cyber language, 萌 [méng] conveys a cute and lovely feeling.
Supa Mix, a mixed collection of fruity gummies. The name 趣缤纷 [qù bīn fēn] (interesting/ colorful) brings fun and joy at the same time translating the ‘mix’ concept.
Berry Dreams, a collection of berry-flavored sweets. The unique, eye-catching Chinese name 甜莓狂想 [tián méi kuáng xiǎng] (sweet/ berry/ fantasy) triggers curiosity and imagination with a good fit with product and brand attributes.
Besides the food product name, Labbrand also created the Chinese brand tagline of HARIBO’s signature jingles – “Kids and grown-ups love it so, the happy world of HARIBO” – to help the brand better communicate with its Chinese audience. The Chinese brand tagline “大人小孩都说好, 快乐品尝哈瑞宝 [dà rén xiǎo hái dōu shuō hǎo, kuài lè pǐn cháng hā ruì bǎo]” can be translated as “grownups and kids all say it’s good, and happily enjoy HARIBO”, which is straight-forward, rhythmic, as well as easy to read and remember. The two-part structure, each ending with the same rhyming syllable [ǎo], makes the tagline melodic, attractive and unforgettable. The simple and memorable Chinese tagline stays true to the original English jingles.
“It was a pleasure to work with HARIBO to explore the great candy kingdom. For us it is also an exciting adventure to try different flavors and craft the linguistic expressions for more than 20 products. We sincerely hope the names can send happiness to every Chinese family together with HARIBO’s sweet treats, and we invite every Chinese consumer to discover the magic of HARIBO. You will love it!” said Judy Wang, Associate Creative Director at Labbrand.
Labbrand is the leading China-originated global brand consultancy with a rapidly expanding global footprint that includes regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We lead branding journeys and facilitate implementations to light up companies and products with the power of your brand. Through brand innovations, we steer brands towards unrivalled brand space. On our journeys we Create, Grow and Disrupt to build resilient brands in dynamic markets. Our cross-disciplinary approach in research, strategy, naming, design and digital gives us the foresight and ability to guide brands beyond the status quo.
Founded in 1920 by Hans Riegel, HARIBO began in a backyard laundry-kitchen in a suburb of Bonn, Germany with a sack of sugar and a copper kettle and has now developed into one of the most successful and popular brands in the confectionery sector. Its products mainly consist of Gummi Bears, other jelly sweets and liquorice. HARIBO has sales offices in 22 countries and employs over 7000 people worldwide.
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