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Haribo, the confectionery manufacturer, is launching a £4.5m marketing campaign that kicks off in the new year. The two TV ads continue to use the strapline 'Kids and grown-ups love it so, the happy world of Haribo', although, for the first time since the brand launched in the UK, it is dropping the animated Haribo character. The ads show parents fighting over a bag of sweets until they are reprimanded by their children, who say: "Will you two sit down before one of you gets hurt." The campaign aims to shift the focus of Haribo's advertising to appeal to adults. The work was created by Kastner & Partners and media was planned and bought by Mediedge:cia.