Leo Burnett Tokyo’s new HARIBO work spotlights the sweet side of sumo

The work marks HARIBO’s first-ever TV spot in Japan.


Since 1922, HARIBO has satisfied sweet tooths across the globe; now, the storied company is speaking directly to the Japanese consumer with the help of Leo Burnett Tokyo.

The famous confectioner tasked Leo Burnett Tokyo with creating HARIBO’s first-ever TV commercial in the country, one that evokes the childlike happiness the product inspires. The result is a flavorful, action-packed spot that taps into sumo, Japan’s national sport.

The 30-second spot, which debuted in February, dubs kids’ voices against the traditionally serious sumo wrestlers. Viewers see the group of wrestlers snacking on Goldbears, mixing flavors and enjoying the tasty treat in their off-time. The result is a delightful celebration sure to set stomachs rumbling.

Integrating sumo, a staple in Japanese culture, into the happy world of HARIBO makes for a vibrant and lighthearted spot that marks a meaningful milestone for HARIBO in Japan.