Chicago — Storck USA L.P. is promoting Werther’s Original with the “A Little Piece of Bliss” campaign, which is the brand’s “most robust integrated marketing campaign” to date, according to the candymaker.
The marketing program leverages nostalgia through a variety of “universal, positive caramel moments” to help consumers reminisce about their own experiences with the brand.
The campaign includes TV spots, a microsite, paid and organic social media outreach, email blasts, digital couponing, high-impact digital banner ads and media on sites such as Popsugar, People and Parents. Additionally, the brand will be incorporated in various game 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,” says Werther’s Original Senior Marketing Manager Katelin 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.”
To kick the campaign off, the company is encouraging consumers to visit bliss.wertherscaramel.com for a chance to win weekly prizes such as a “bliss box” featuring an assortment of Werther’s Original products and blissed-focused items, according to the company.