In order to make the promotion work and for people to understand it, the liquorice spirals on the side of the escaltor needed to revolve. For that to happen, small motors had to be installed onto a disc. This disc resembles the licorice spiral and would then revolve, giving the impression that the handrails and licrorice spirals were connected. Specialists were hired who would build the discs, connect the motor and then install everything at Hamburg airport. Big packets of HARIBO Rotella were printed and attached to the escalator in order to promote the product better.

The Sweet Escalator is a unique, special form of advertising, targeting all male and female people of all ages, that was realised for the first time in September 2007 at Hamburg Airport. The strength of this form of advertising is its high attention value and the playful interactions. The visitors’ rate per day was in the 5-digit range.The onsite interviews and the extremely positive reaction of passers-by confirm that the liquorice escalator generates a great deal of popularity for the originating brand HARIBO.