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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.
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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.
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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.
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