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Werther's

German candy manufacturer, Storck, makers of Werther's Original, wanted to increase sales. Industry experts repeatedly cited Werther's older demographic (adults, 55+) as the reason for its steadily declining sales in the overwhelmingly youth-dominated candy category. Storck, a conservative company conscious of its image and respectful of its audience, wanted to regain share but without succumbing to "youth" messaging--the category's declared formula for success.

Werther's "Grandfather Of The Year" Promotion
Werther's "Grandfather Of The Year" Promotion

Werther's "Grandfather Of The Year" Photo Promotion Poster

Werther's "Grandfather Of The Year" Promotion
Werther's "Grandfather Of The Year" Promotion

Werther's "Grandfather Of The Year" Photo Promotion Magazine Ad

Werther's "Grandfather Of The Year" Promotion
Werther's "Grandfather Of The Year" Promotion

In-Store End Aisle Display

Werther's "Grandfather Of The Year" Promotion
Werther's "Grandfather Of The Year" Promotion

Werther's "Grandfather Of The Year" Photo Promotion Poster

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SOLUTION

 

• The product's older audience presented unique challenges...and opportunities. Up to this point the only marketing of Werther's was an infrequently run TV spot featuring a grandfather and grandson.

• Flouting the conventional wisdom the category held sacrosanct (i.e., youth = sales), created Werther's Original Grandfather of the Year Grand Photo Contest, a strategic, fully-integrated promotion and ad campaign.

 

• Consciously and actively embraced and celebrated age, tradition, and family. Made them defining themes--hallmarks of the product--and the focus of an against-the-grain consumer message with strong appeal to the target audience.

 

• Appealed to entire family, tying directly to existing TV spot, tapping into and extending its equity, but in a fun, engaging way.

 

• Contest tactic, unlike sweepstakes, required purchase to participate.

RESULTS
 

• Sales of Werther's Original increased dramatically.

• Broadened Werther's customer base, effectively reaching entire families.

• Further strengthened and reinforced Werther's appeal with core customer, older adults.

• Photo contest created industry "buzz" generating interest on consumer and retail levels.

• Grandfather of the Year became centerpiece of Storck's marketing calendar.

• Campaign ran annually in subsequent years meeting increasingly higher sales goals.

• Garnered favorable press and PR in both candy and advertising communities.

• Named AOR for Mambos and Riesen brands, a direct result of campaign's success.