Werther’s Original
caramel coated wisdom
Werther’s might have a reputation of being an “old person” candy, but that’s not a bad thing. It’s wise, it’s aged to perfection, and it might just be the sassiest resident of the nursing home that we could all learn a thing or two from.
copywriter: me | art director: also me (so plz be nice)
OOH + Print
The campaign launches with a series of headline driven print and OOH featuring drippy caramel text in the tone of a wise and snarky old grandmother.
Social Activation - Influencers
To help us bring the campaign to life in the real world, we will tap into one of the internets favorite sassy granfluencers — Grandma Droniak.
In addition to a sponsored content series on TikTok that includes her signature snarky wisdom, Werther’s will sponsor cameos for 250 lucky fans. Whether it’s advice for themselves or a gentle roast for a friend, Grandma Droniak will be delivering her own personalized wisdom to them or their loved ones.
Activation
This year for Valentine’s Day, Werther’s will bring some sweets and some sass into hearts and homes all across America — candy gram style.
A limited edition bouquet of caramel candy roses will be available online for people to send to a friend (or frenemy) of their choice.
