Werther's Original is launching a new marketing campaign the brand hopes will inspire caramel lovers to enjoy "a little piece of bliss."
A commercial spot kicking off the Bliss campaign includes a new custom song and features a variety of products from the Werther's Original portfolio that demonstrates for consumers the ways Werther's can be enjoyed. The commercial is also designed to be more diverse and inclusive of all Werther's consumers.
"A Little Piece of Bliss" highlights a variety of universal, positive childhood moments that inspire consumers to 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.
"We want to show consumers that there is a Werther's caramel for everyone and every occasion," said Katelin Lindley, Werther's Original senior marketing manager. "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 spreading its message through its most robust integrated marketing campaign yet. The 360-degree program kicks off on Aug. 12 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.
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.
"To get consumers involved, we're inviting caramel lovers everywhere to 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," Lindley said.
Werther's Original is the market leader in the U.S. caramel category, having launched Soft, Vanilla and Cocoa Crème caramels. Werther's Original classic hard candy also holds the No. 2 market share position in the hard candy category.