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, aged to perfection, and has been around the block a time or two.
That’s why Werther’s is leaning into the persona of a wise, lovable (and maybe a little sassy) grandma that we can all learn something from.
copywriter: me | art director: also me 😇 (so plz be nice)
in-store + ooh
The campaign launches with a series of headline driven in-store and OOH caramel candy 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, Werther’s will tap into sassy granfluencers, including one of the internets favorites —Grandma Droniak.
In addition to a sponsored content series on TikTok that includes their signature snarky wisdom, Werther’s will sponsor cameos for 100 lucky fans across their different granfluencers. Whether it’s advice for themselves or a gentle roast for a friend, the internet’s cheeky grandmothers will be delivering their own personalized wisdom to winners or their loved ones.
Activation
Werther’s is bringing their sweet and sassy energy into the hearts and homes of America — candy gram style.
Bouquets of caramel candy roses will be available online for people to send to a friend (or frenemy) of their choice — equipped with the option to write your own unsolicited advice or choose a pre-written note.
