Spec ad
Werther’s originals:
A SWeet tradition
‘MEWING’ verb / ‘MEW’ noun (colloquial UK/US)
“Mewing is the practice…of placing one’s tongue against the roof of the mouth to supposedly improve the structure and increase the attractiveness of one’s jaw and facial structure.”
(Merriam-Webster)
Why do old people love Werther’s?!
It’s the age old question that rattles through the average UK brain almost 12 times a year (the median time grandchildren visit their Nan/Grandad per 365 days, I reckon). Well, every story has its origins. Naturally, all the elderly were once teenagers on the prowl. Old school courtship didn’t have the ‘texting stage’ or fire emoji reacts. They had to be creative to attract early attention.
Chowing down on a Werther’s Original provided the ideal amount of suck and chew to create the perfect mew, and mewing created that defined jawline and pout no potential suitor could resist.
Through a comedic use of the brand, let’s tell the reminiscent story of youth and the sweets that made it all the more memorable, with a narrative spanning generations since 1909…
HERO AD (1 min - TV + ONLINE) STORYBOARD
“a SWEET TRADITION”
Social media
Introducing, Werther’s ‘Sweet Cutes’. Everyone loves a street interview, and what’s the best kind of street interview? Dating stories. Fact. So, let’s find couples out and about, old and young, and ask them about how they met…i.e. their ‘Meet Cutes’. Get it? Great!
To bring the campaign through even further, they will be chewing a Werther’s for the duration, creating more content for the overarching campaign as people mew on camera. Short (and sweet) form videos for TikTok and Instagram!
socials stunt
Sweet Memory plaques. Every relationship has a beginning, and that beginning has a particular location where couples first laid eyes on each other.
Let’s commemorate these beginnings in the very spaces the love stories began, be it on a a park bench or by a table in a greasy spoon. Gold plaques in the shape of a Werther’s sweet wrapper will be put up, dotted around, with Grandparents names and short explanatory copy.
This adds variation to the original campaign, becomes something shareable as people pass these plaques, but also gets communities involved to commemorate the love of their own grandparents if they send in their details via social media