Werther’s Original, one of America’s most beloved caramel brands, has launched a major advertising campaign centred on the theme: ‘A little piece of bliss’, featuring a variety of products from the Werther’s Original portfolio.
The 360° program began earlier this month with 30-second and 15-second commercial spots airing during programming such as Good Morning America, CBS this Morning, Extra and Last Man Standing. It also includes primetime programming across the following cable networks: Hallmark Channel, HGTV, Lifetime, TV Land, POP, Food Network, OWN and ION.
Katelin Lindley, senior marketing manager, Werther’s Original, said: “’A Little Piece of Bliss’ highlights a variety of universal, positive childhood moments that inspire consumers to visualize their own caramel moment and associate the brand with a blissful experience they felt as a child.
“The new campaign leverages the brand equity created through the Werther’s Original classic Caramel Shoppe creative.”
Social media
In addition to the commercial spots, the campaign includes a microsite, paid and organic social media, email blasts, media relations, digital couponing, high impact digital banner ads and rich media units on sites such as PopSugar, People, Parents and more. The campaign also includes TV integrations, where Werther’s Original will be incorporated into various games shows including The Price is Right and Wheel of Fortune.
“We want to show consumers that there is a Werther’s caramel for everyone and every occasion,” said Lindley. “Our intent with this new creative is to inspire consumers to create their own Werther’s moment. Bliss can mean so many different things, we want consumers to pick a moment that resonates with them — ultimately creating a greater emotional connection with the brand.”
Werther’s Original is the market leader in the US caramel category. The brand is the largest driver of growth to the chewy caramel category as a result of its most recent product innovations, including Soft, Vanilla and Cocoa Crème caramels.
The brand’s classic Hard candy also holds the number two market share position in the hard candy category.
Visit, bliss.wertherscaramel.com for a chance to win weekly prizes including a bliss box valued at $150-$200 featuring an assortment of Werther’s Original products and bliss-focused items.