Kids’ Logic

Haribo proves that the simplest insight wins—while Google automates asset mixing, Meta turns messaging into the sales funnel, and IKEA builds hype with app-only teasers.

Author

Javier García
December 20, 2025 • Estimated Reading Time: 5 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

Shoppers are adding to cart for the holidays

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Best Ad of the Week

Haribo – “Kids’ Logic” (2025 Global Campaign)

Haribo’s “Kids’ Logic” returns to one of the brand’s most effective creative territories: letting children voice adult thoughts. The ad shows grown-ups in everyday situations, but their internal monologue is spoken by children. A man negotiating at work sounds like a kid trading sweets. A woman choosing snacks at the supermarket overthinks it like a playground debate. The punchline lands naturally: “Adults think complicated. Kids know what they want.”

Key marketing lessons

• Reuse a proven brand asset intelligently: Haribo doesn’t reinvent its humour, it sharpens it for modern contexts.
• Comedy rooted in truth travels globally: The humour works because it reflects real adult behaviour, not cultural references.
• Product as emotional shortcut: Haribo represents simplicity and instinct without ever explaining the product.
• Contrast creates memorability: Adult visuals paired with child logic creates instant attention and recall.
• Consistency builds long-term equity: By staying true to its tone, Haribo reinforces a brand idea people already love.

A reminder that not every campaign needs to surprise. Sometimes the smartest move is doing what you’re known for, better than anyone else.

Sponsored Section

The Future of Shopping? AI + Actual Humans.

AI has changed how consumers shop, but people still drive decisions. Levanta’s research shows affiliate and creator content continues to influence conversions, plus it now shapes the product recommendations AI delivers. Affiliate marketing isn’t being replaced by AI, it’s being amplified.

Weekly Tip

Write Like You Speak

Content feels clearer and more human when it sounds natural, not scripted.

• Read your text out loud before publishing
• Cut phrases you’d never say in a real conversation
• Prefer simple, spoken language over polished wording

If it sounds right when spoken, it will read right too.

Weekly Challenge

Silent Value Test

This week, let the value speak without explanation:

• Create one post where the insight is fully understood without reading the caption
• Use layout, structure, or sequencing to communicate the idea visually
• Keep the caption to one reinforcing line only
• Track saves and shares to see if clarity alone drives engagement

If people understand the value instantly, your content is doing its job.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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