CONCEPT OF THE BRAND
Haribo is a company specialized in the manufacturing, the business and the sale of sweets. She possesses sixteen factories worldwide, realizes two billion turnovers, employs six hundred co-workers.
[pic]Haribo in Europe
On December 13th, 1920, the Haribo company is registered on the register of business of Bonn. According to the statements of thecompany(society), the capital of departure limits itself to a bag of sugar. The first workshop is in a house acquired in 1920 in Bergstraße, to Kessenich (municipality(Commune) of Bonn) and the equipment limits itself to a brass cauldron, a marble plate, a stool, an oven with bricks and one rouleau1. Two years later, Hans Riegel invents the " bear dancers ", precursors of the Golden bears.
In 1925,Haribo begins the manufacturing of products in the licorice. At the beginning of 1930s, a system of sale is installed(settled) in Germany and we build the main building(ship) of a new factory of manufacturing. In 1935, Haribo Lakrids A/S Kopenhagen is based(established) in Copenhagen, in association with the commercial partners Christian and Eckhof Hansen.According to the indications supplied bythe firm, the production decreases strongly during the Second World war, among others because of the lack of raw materials.
In Hans Riegel's death, in March, 1945, his wife takes care of the company the direction(management) of which is then taken care by both sons(threads), Hans and Paul, after their return of captivity in 1946. Junior Hans Riegel represents the firm outside whereas Paul Riegel,who appears almost never in public, manages the search(research) and the development(clarification) of new products.
In 1957, Haribo resumes(takes back) the company of Bad Godesberg, Kleutgen and Meier, where senior Hans Riegel had begun to work.
In 1960, Haribo began advertising.
In 1961, Haribo absorbs the Inc. Bonera Industrie in Handelsmaatschappij de Bréda and transforms it into privatecompany HARIBO Nederland B.V..
In 1967, Haribo acquires parts of the factory of French candy(candy store) Lorette of Marseille and reappoints her(it) "HARIBO-France Inc."; this company(society) merges in 1987 with Ricqlès-Zan, a manufacturer of the South of France, and gives birth to "Haribo Ricqles-Zan" whose production sites belong in Marseille, in Uzès and Wattrelos.
In 1968, Haribo takes aparticipation in the company of Solingen Dr Hillers AG, which she acquires(buys back) completely in 1979. The next year starts the construction of a new production unit of made gel candy(candy store), licorice and chewing gum, according to a plan(shot) of extension in three phases.
In 1971, Haribo acquires a majority participation at the manufacturer Bären-Schmidt and in 1972 a participation in theEnglish firm Dunhills the control of which she takes in 1994.
During 1970s, bodies of distribution(casting) are set up in Sweden and in Austria where Haribo resumes(takes back) the Panuli Bonbon GmbH company, of Linz.
The golden bears are introduced in the United States in 1982.
Additional acquisitions and launches of products take place, among others, in France, in Norway, in Spain, in Finlandand in Turkey.
In 1991 began a partnership with Thomas Gotshalk, a famous people in Germany, this one is still valable and is the longest partnership between a brand and a people in the history.
LOGO AND VALUES
Haribo has two main logos, the litle guy and the golden bear, they are presents in allcommercials and ads of the brand. The dominant colors are black, red and yellow, we can notice that they are the colors of the German flag there. Beyond those logos we can see a lot of fun and confident for children.
The catch phrase of Haribo has not been changed since the 30’s and she is declined in all the differents countries with always the same little song.