HARIBO Chewy Games

HARIBO, the original inventor of the gummi bear, launched Chewy Games—the world’s first gummi gaming studio—to engage Gen Z through playful, candy-inspired experiences. From interactive AR filters to quizzes and puzzles, we turned social feeds into a HARIBO arcade, encouraging fans to microplay with their gummies and drive social engagement on priority channels.

The campaign reached more than 1 million people organically, generated 24.7 million potential impressions through reshares and increased Instagram engagement by 54.3%.

Client: HARIBO

Agency: Barkley

Category: Concepting, CPG Copywriting, Branding