Haribo is turning the spotlight on its Maoam brand in a new marketing push for the chewy sweets brand. The campaign is launched next month with the return of last year's Gorilla and Lorry TV ads, ahead of a new creative later this year. Targeted at 16 to 34-year-olds, the ads will be shown on Channel 4, ITV2 and E4. The TV activity forms part of the brand's biggest support package to date, which will also include extensive sampling and on-pack activity. The ads will run throughout February and feature the adventures of a zoologist and a builder who find themselves in bizarre situations with a gorilla and a concrete mixer as they 'Go Mad for Maoam'. Maoam accounts for 12% of the soft and chewy fruit sweets sector, with sales up 7.4% to £11.2m in the past year [Nielsen 52w/e 1 December 2007].

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