Haribo has introduced a Fruitilicious twist to ‘Kids’ Voices’ campaign, which airs for the first time today (Monday 9th April).

Showcasing Fruitilicious, Haribo’s new fruity flavoured treat - which claims to deliver 30% less sugar - the 30-second ‘Kids’ Voices’ advert builds on the emotional promise of the Haribo brand to ’Bring out the Child Inside’.

The advert focuses on a small group in a lift as they share this new treat and its ‘deliciousness’, which awakens their inner child, resulting in them speaking with kids’ voices to describe the product.

As an unexpected twist it’s the youngster in the group that showcases the product’s sugar-reduced credentials and introduces a kid with an adult’s voice.

Hayley Nixon, marketing manager at Haribo UK says: “We know that fans of the brand are eagerly anticipating the next instalment of our ‘Kids’ Voices’ creative and they won’t be disappointed, especially with our new twist.”

Developed by creative agency and film production company Quiet Storm, ‘Lift’ joins a line-up of popular HARIBO adverts that showcase adults with kids’ voices. Previous creative saw ‘Boardroom’ ranked number one in Nielsen’s ‘Top 30 Most Impactful Ads’.

Tanya Faulkner, managing director at Quiet Storm said: “Our new film takes place in a lift, one of the most mundane of situations where people rarely want to engage, and shows perfectly how ‘Haribo Brings out the Child Inside.’ After enjoying Haribo Fruitilicious each character lets out their happy, playful, even silly side.”

On air for nine weeks ‘Lift’ forms part of a multi-million-pound campaign.