Werther's Original is launching a new marketing campaign to target younger demographics while maintaining their core 45+ audience. The campaign will include redesigning packaging to appeal to younger consumers, creating social media presences on Facebook and YouTube, and launching a digital and outdoor advertising budget of $3 million total. Print ads will also run bi-monthly in magazines targeting both male and female readers. The goal is to introduce a new "Be Original" slogan and campaign to encourage creativity sharing online while expanding Werther's market share.

1. LYNDSEY HUTCHENS, KRIS GOWER, HOPE HEMBY, CLAIRE
BARNES

2. CONTENTS
1. Company Background
2. Product
3. S.W.O.T Analysis
4. Creative Plan
5. Marketing Strategy
6. Package Redesign
7. Facebook Page
8. Facebook
9. Website
10.YouTube Channel
11.YouTube Page
12. Print Ad
13. Digital/Outdoor Budget
14. Print Budget
15. Media Calendar
16.Video
17. Questions

3. The Company
Werther’s Steam Confectionary Factory was
founded in 1903 by August Storck in Germany.
Gustev Nebel, one of Werther’s first employees is
credited with creating the first Werther’s
Original.
Offers many varieties of its traditional caramel
hard candy.

4. THE PRODUCT
A low sugar, low calorie
individually wrapped
traditional sweet hard
caramel candy made of
wholesome ingredients.

5. Well
Strong
Traditional established,
Strengths resonance with Unique
Simplicity without having
45+
to advertise.
As its
The product
Currently demographic
does not
appeals to an ages, the No advertising
Weaknesses resonate with
aging company has or campaigning
younger
demographic. seen a decline
generation
in sales
Create a
Increase
Expand market cohesive
advertising Reposition itself
share by campaign
Opportunities budget to in the
targeting new targeting
generate marketplace.
demographic younger &
awareness
older
Popular Company’s such as
An aging chocolates, Life Savers with Traditional
Threats
demographic fruity hard more brand Vision
candies etc. awareness

6. CREATIVE PLAN

7. MARKETING STRATEGY
Target a younger demographic without isolating the
original 45+ demographic.
New advertising campaign.
Introduce Facebook, and YouTube social media
campaigns.
Introduce outdoor advertising
Create a new website
Redesign package to appeal to younger generation.

8. New Slogan
Be Original.
Package
Redesign
New modern packaging

9. FACEBOOK PAGE
Use Facebook as a means of connecting with the
younger target market.
Run the “Show Us Your Originality” campaign
Must pass through a “Like” gate to upload original
pictures.
Use most original pictures on future Werther’s
Original packaging and send a free bag of Werther’s
Originals to the winning submitters.

10. Be Original.
Show us your originality.

11. Be Original.
BE
ORIGINAL.

12. YOUTUBE CHANNEL
Create a YouTube channel for Werther’s Original to
feature our video/commercial.
Use the YouTube channel to promote Be Original
campaign.
Update channel with new original videos monthly.

13. Werther’s Original Channel
10,824

14. print
BE
ad ORIGINAL
• Introduce
Print ad in .
magazines bi-
monthly

15. TIMELINE & BUDGETS

16. Digital Budget Breakdown Outdoor Budget Breakdown
$2.6 Million $400,000
$750,000 $300,000
$750,000
$100,000
$500,000
$500,000 Markets: Los Angeles, Chicago, New
York, Boston, Atlanta, Dallas, Houston,
Philadelphia, Washington D.C., San
Search $100,000 Francisco
Total Digital/Outdoor Budget: $3 Million

17. PRINT BUDGET
MEDIA TYPE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PRINT
Cosmopolitan $100,000 $100,000 $100,000 $100,000 $100,000 $100,000
Men’s Health $100,000 $100,000 $100,000 $100,000 $100,000 $100,000
People $100,000 $100,000 $100,000 $100,000 $100,000 $100,000
Seventeen $100,000 $100,000 $100,000 $100,000 $100,000 $100,000
Sports $100,000 $100,000 $100,000 $100,000 $100,000 $100,000
Illustrated
Total Budget: $3 Million

18. Media Calendar
MEDIA JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
TYPE
PRINT
Cosmopol XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
itan
Men’s XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
Health
People XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
Seventeen XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
Sports XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
Illustrated
Web Ads
Banners XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
Websites XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
Outdoor
Billboard XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
Bus Stop XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
Social
Media
YouTube XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX
Facebook XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXX

19. Be Original.

20. Any Questions?