The Challenge

Werther’s Original, a beloved candy brand, had long been associated with nostalgia and grandparent’s candy dishes. As fall approached, which is a key sales season for candy, the brand wanted to remind the public that Werther’s was more than just a sentimental treat, but also a seasonal favorite deserving of rediscovery. The challenge? To break through the clutter of pumpkin spice-everything and create a cultural moment that would reignite excitement around Werther’s Original, drawing in both old fans and new audiences. We dug into why people love Werther’s and found a sweet little insight: the caramels are perfectly pocket-sized. Pair that with fall’s favorite fashion staple (denim), and a rising trend in new denim formats and shapes, Spool saw a golden opportunity hiding in plain sight: Those tiny little jeans pockets? We know exactly what they’re for… Werther’s-ready.

The Solution

To ensure we owned the entire fall season for Werther’s Original, Spool approached the campaign in two strategic phases. We kicked off the season by introducing Werther’s Original limited-time-offer (LTO) flavor, Caramel Apple Hard Candies, to top food and beverage media outlets. This soft reentry let our contacts know that Werther’s was back and ready for the season. Once the buzz began to cool, we created something entirely unique, a cultural moment that nodded to the brand’s heritage of being tucked into the pockets of fans for generations. THE SOLVE Enter Werther’s Original Pocket Denim! Spool sourced and created a custom line of jeans with 30 tiny pockets perfectly sized to hold Werther’s Original candies. Initially conceived from an earned media perspective, the concept was so on-brand and culturally relevant that it quickly extended into owned and creative channels. We complemented the release with a creative content shoot, a social media contest, and a custom microsite, all designed to engage consumers in a fun, immersive way.

The Result

Werther’s didn’t just show up in the fall conversation, it owned it. By linking Werther’s Original to both nostalgic fondness and modern fashion trends, the campaign resonated authentically with diverse audiences, making Werther’s a fall staple in a way no one saw coming.
192 earned placements
1.5B+ media impressions
Top-tier coverage in USA Today, Parade, and Fortune
+20% YoY Share of Voice, beating key competitors
15K+ sweepstakes entries, with 10K in the first 2 days
95K site visits in 2 weeks — with zero paid media
61% higher engagement rate than benchmark
100% positive sentiment across social
And one TikTok unboxing with 380K+ views and 41K+ likes