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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.

HOW WE MADE IT BRILLIANT

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.

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THE RESULT

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.

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