Werther’s original caramel popcorn

Welcome to a new member of the Werther’s family! Adentity conceptualised and developed the Swedish campaign for Werther’s Original Caramel Popcorn. The best of two worlds: popcorn covered in classic creamy caramel flavour or salty caramel pretzels.

For the campaign we developed instore material to create attention and curiosity in order to stop shoppers in their tracks. The concept was based on the idea of showing the taste sensation as a fusion of caramel, lifting the different flavours through colour and punchy messaging.

The playful colours and messaging were applied to retail elements such as top signs, wobblers and a coupon displaying the competition and its mechanics.

A follow-up campaign was later carried out with a football theme.