The taste of a good naming

What happens when one of the best-known German confectionery manufacturers has to name new products? Time to get colorful: in the package and in the product language.

A broad product portfolio usually means maintaining a certain tonality or verbal logic. The names should be consistent with the overall concept — unless the product is out of the box on purpose.

Our challenge? To support the verbal rebranding of two products that are already available on the market with new impulses — and to merge tradition and future for an anniversary edition.

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Three projects. Three brandings. Three wins.

Not only German advertising experts know: HARIBO does not only appeal to children but make adults happy, too. That is why the names for all three projects must be easy for younger people to pronounce and understand, while inspireíng older generations, too.

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This is how “Gummix” — a soft foam mixture sold exclusively through Aldi markets — becomes ”Planschies”. The name doesn't only score with a pretty sound, but also suggests water and fun. Just like the gummy animals in the pack.

“Fruiteria” becomes ”Fruppies”. Shorter, crisper, more modern: without losing the fruity touch.

And the anniversary edition? Is now "Jahrhundertmix": the mix of the century. Less childish, but even more celebratory.

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Sweet names bring us joy — over and over again.