My CityTrip

Objective

Haribo aimed to strengthen its travel retail presence with a destination-themed confectionery line that would resonate with leisure travelers during peak summer season. The 'Embark on a Sweet Escape!' campaign represented the brand's largest global activation in travel retail, expanding the product experience beyond physical packaging into an interactive digital layer that combines education with entertainment.

Solution

My CityTrip is a travel retail-exclusive gummy line featuring ten jelly shapes representing iconic European landmarks: the Acropolis, Eiffel Tower, Big Ben, Sagrada Familia, Dutch windmill, Brandenburg Gate, Colosseum, Fisherman's Bastion, Belém Tower, and Oslo's Parliament building. An on-pack QR code activates a playable game where consumers answer quiz questions about each landmark's history and cultural significance. The product rolled out across approximately 40 airports and over 150 retail locations in Europe, offered primarily in 700g sharing pouches designed for travelers.

Results

My CityTrip achieved top-five SKU status among several major retail partners. The 700g sharing pouch format performed particularly strongly, reaching top-three position for at least one key retailer. Consumers provided positive early feedback on both the product and the QR-enabled quiz experience.