Dive Brief:
- Caramel brand Werther's Original debuted a campaign that emphasizes positive childhood moments associated with the candy and that aims to create a state of bliss for fans, as described in a press release.
- The effort rolled out on Aug. 12 and includes 30- and 15-second spotson "Good Morning America," "CBS This Morning," "Extra" and "Last Man Standing," as well as ads around primetime programming on the Hallmark Channel, HGTV, Lifetime, TV Land, POP, Food Network, OWN and ION.
- The brand launched a microsite offering a chance to win weekly prizes like a "bliss box" of its products. Paid and organic social media, email blasts, e-coupons, banner ads and rich media ads with publishers PopSugar, People and Parents support the campaign. Werther's Original will also be incorporated into game shows "The Price Is Right" and "Wheel of Fortune."
Dive Insight:
Werther's is focused on stoking consumer nostalgia in a new campaign that includes traditional TV ads and deeper integrations on popular programs like "The Price Is Right" and "Wheel of Fortune." The strategy harkens back to earlier efforts by the brand to evoke positive childhood memories in its target audiences, such as the 2012 "Feel Like a Kid in a Caramel Shoppe Again!" commercial.
As online grocery shopping continues to grow, the confectionary industry must find ways to make their treats memorable to account for less impulse buying at the checkout counter of physical stores.
Marketers are increasingly looking to design experiences and foster deeper emotional connections that meet this demand. Last year, Werther's partnered with Hasbro on National Caramel Day to create a life-size version of the Candy Land board game in Santa Monica, California, along with offering an online version.
While many candy makers are trying to win over younger consumer groups that are gravitating toward healthier snack options, Werther's seems to be courting cohorts like Gen X and older by emphasizing childhood memories and targeting networks like Hallmark Channel, TV Land and OWN.
