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Werther’s Original

Full-Scale Integrated Marketing Campaign For a Classic Brand

Client: Werther's Original
Services: Marketing, Advertising, Promotions PR, Direct Marketing


Full-Scale Integrated
Marketing Campaign
For a Classic Brand

Werther’s Original was looking to raise awareness and trial for their chewy caramel and caramel popcorn line extensions among a younger target audience.

To bring attention to Werther’s Original full line of caramel products, LaunchPad developed a fully integrated seasonal fall campaign featuring in-store merchandising, FSI, social media, consumer sweepstakes, digital advertising and social influencer outreach.


We used smart partnerships & savvy marketing to produce a relevant campaign that resonated & produced consumer engagement.

Launchpad worked with Disney Alliances to develop a consumer sweepstakes overlay for a family of four to win a VIP vacation to the Epcot Food & Wine Festival, culminating with a private tour of the Werther’s Original Caramel Shoppe or “Karamell-Küche.” The theme of the campaign, “Unwrap the Magic,” was leveraged in all program materials, and featured the full portfolio of products and coupons.


48M print impressions, 100M coupons delivered, 350K sweepstakes entries, and 571 blogger impressions.

In addition, the campaign produced 304K unique impressions & follower participation, 27.2K new Facebook fans in 90 days with a 6% engagement rate (2x the average),  73% opt-in rate for Werther’s future communication (10% was the benchmark), 29M digital media impressions, and 0.44% CTR.