Haribo is using mystery bags and pick-and-mix walls to turn its first US stores into Instagrammable marketing machines
Haribo is launching its first dedicated US retail stores featuring interactive elements like pick-and-mix walls and mystery bags. The strategy aims to boost brand affinity and compete with established American confectionery giants through experiential marketing.
Why it matters
The move highlights how legacy consumer brands are using 'Instagrammable' retail experiences to increase market share in a competitive landscape.
Haribo is opening its first retail stores in the US, designed to help fuel its growth with American consumers. Haribo A version of this post appears in the CMO Insider newsletter. Sign up for Business Insider's weekly marketing newsletter . "Kids and grown-ups love it so," the ad jingle goes. Now, the German sweets brand Haribo is betting Americans love it enough to make a trip to its first-ever dedicated US stores. Opening next month in Central Valley, New York, and Wrentham, Massachusetts, each store is designed to be part marketing machine and part sales driver. The locations are fitted out with pick-and-mix walls, in-store sampling, and "mystery bags" that encourage shoppers to film and share their unboxing moments on social media. They'll also have a very distinctive "gummi" smell.
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