Introduction
What connects Haribo and GoPro is pretty simple: both are all about fun. Haribo brings joy with its colorful sweets, while GoPro captures exciting moments and adventures with its cameras. This campaign brings those worlds together in a playful way: Mount Haripro — a mountain made entirely out of Haribo gummies. It’s a place for skiing, climbing, camping, or just exploring — all the things that make being outdoors fun. But Mount Haripro isn’t just a picture on a screen. In Haribo’s flagship store in Berlin, visitors will actually be able to see it in real life — but more on that later. Building on the ever-present memory of Mr. Wonka’s Chocolate Wonderland, this campaign and its key visual recall the youthful idea of a world made entirely of sweets — a world full of adventure, curiosity, and fun. A world that reflects the spirit of both Haribo and GoPro.
Channel 1: TV Spot
Mount Haripro will make its debut in a 20 to 30-second TV spot. The idea is to present Mount Haripro as an exciting place of adventure. The spot opens with an establishing shot of the mountain, followed by a series of scenes showing miniature versions of GoPro athletes — such as Sammy Carlson, Eric Hjorleifson, and Dennis Ranalter — showing off their skills in their respective sports. The spot ends with a call-to-action, inviting viewers to experience Mount Haripro in person at Haribo’s flagship store in Berlin. Obviously this spot will be a mix of animated and real footage. The goal is to create the mountain using CGI, while the athletes and their sports scenes will be captured with real footage in front of a green screen so that the footage can be inserted onto the animated mountain.
Shot 1: establishing Mount Haripro, showing its size and beauty
Shot 2: GoPro Athletes climbing Mount Haripro
Shot 3: people camping and having a good time on top of Mount Haripro
Shot 4: transition into a Haribo store, CTA
Channel 2: Event/OOH
How do you get people to buy something? First, you get them into the store. And how do you do that? By giving them a reason to come—like a giant mountain made of colorful gummy candy.
That’s what visitors will find at the Haribo Store in Berlin.
For a limited time, the store will feature Mount Haripro—a large-scale installation made entirely from sweet gelatin. The display will be filled with detailed scenes of miniature GoPro athletes skiing, camping, and climbing across the gummy mountain. It’s a playful, eye-catching attraction that’s designed to draw attention, invite photos, and get people talking.
That’s what visitors will find at the Haribo Store in Berlin.
For a limited time, the store will feature Mount Haripro—a large-scale installation made entirely from sweet gelatin. The display will be filled with detailed scenes of miniature GoPro athletes skiing, camping, and climbing across the gummy mountain. It’s a playful, eye-catching attraction that’s designed to draw attention, invite photos, and get people talking.
Channel 3: Social
To reach as many people as possible, the campaign will also be launched on social media. Existing footage from the TV spot will be repurposed into short Reels and videos for TikTok and Instagram. These clips will focus more on the athletes featured in the footage, encouraging them to repost and engage with the content on their own channels. Potential athletes include Sammy Carlson and Dennis Ranalter, both of whom have a strong following that can help boost the campaign’s visibility.
