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Werther’s Original unveils new brand creative with contest

August 14, 2019
By Canadian Vending

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U.S. caramel brand, Werther’s Original, is debuting new brand creative that adds more relevancy to what consumers feel when they enjoy a Werther’s Original caramel — “A little piece of bliss.”

The Bliss Campaign has ditched the images of doting grandparents, and now includes a more diverse and inclusive cast in its advertising, and is generating buzz with a contest, integration into TV spots and a microsite.

Werther’s Original is unveiling its new brand creative through its most robust integrated marketing campaign yet. The 360° program kicks off on Aug. 12 with 30-second and 15-second commercial spots.

In addition to the commercial spots, the campaign includes a microsite, paid and organic social media, email blasts, media relations, digital couponing, high impact digital banner ads and rich media units on sites such as PopSugar, People, Parents and more. The campaign also includes TV integrations, where Werther’s Original will be incorporated into various games shows including The Price is Right and Wheel of Fortune.


“A Little Piece of Bliss” highlights a variety of universal, positive childhood moments that inspire consumers to visualize their own caramel moment and associate the brand with a blissful experience they felt as a child. The new campaign leverages the brand equity created through the Werther’s Original classic Caramel Shoppe creative.

“We want to show consumers that there is a Werther’s caramel for everyone and every occasion,” said Werther’s Original senior marketing manager, Katelin Lindley in a press release. “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 get consumers involved, we’re inviting caramel lovers everywhere to visit, for a chance to win weekly prizes including a bliss box valued at $150-$200 featuring an assortment of Werther’s Original products and bliss-focused items,” said Lindley.

Werther’s Original claims to be the market leader in the U.S. caramel category. The brand is the largest driver of growth to the chewy caramel category as a result of its most recent product innovations, including Soft, Vanilla and Cocoa Crème caramels. Werther’s Original classic Hard candy also holds the number two market share position in the hard candy category.