The 1970s
At the beginning of the 70s, the packaging was redesigned once more. A pack still contained six mini bars, and now cost 20 pfennigs, while the price in the 60s had been only 10 pfennigs. Earlier advertising had consisted only of adding the word “delicious” to the packaging, but now the slogan which is still used today appeared for the first time: “MAOAM – happy fruity chewy sweets.”
 
Maoam 3er

Box
Legendary advertising

The MAOAM television spots from the early days of television advertising really are legendary. Each section ends with the obligatory question “What do you want then?” And the fans reply with a loud chant of “MAOAM, MAOAM!” The most popular of these television advertisements was undoubtedly the football stadium spot, which had two versions with two different referees. The advertisement featuring legendary referee Walter Eschweiler achieved real cult status.
However, back in the early days of brand advertising MAOAM advertising also confused upstanding citizens. In a 1973 article, the Kölnische Rundschau newspaper reported that concerned citizens suspected that children in their kindergartens were being educated by radical left-wingers. The reason was that they had taken the rhythmically chanted “MAOAM, MAOAM” to be a singsong chant in honour of Chinese revolutionary leader Mao Tse Tung. However, successful attempts were made to convince the concerned parents that the children were only excited about a fruity chewy sweet. Was wollt ihr denn? Maoam, Maoam!
HARIBO enters the scene
Maoam-Werk in Neuss
In 1986, Bonn confectionery producer HARIBO appeared on the scene and acquired the Edmund Münster company, which had in the meantime moved its production facilities to modern works in Neuss. The trade mark rights for MAOAM thus also passed to the HARIBO Group.
Aerial view of the MAOAM works in Neuss.


The 1990s

 
After MAOAM joined the HARIBO Group, the penultimate modernisation of the packaging design took place. Up until now it was just the eye-catching brand name and fruits which were as vividly naturalistic as possible which were supposed to whet the appetite for the sweet. In contrast, the subsequent image shows personalised illustrations of fruits with happily smiling faces. Maoam 5er




MAOAM sweets are now available in single-pack, 3-pack and 5-pack cubes. There are five different flavours:
orange, apple, cherry, raspberry and strawberry. MAOAM Stripes round off the range.

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