Werther's Re-Creates a Life Sized Version of Candy Land

When you think of Werther's Original, what comes to mind? Their classic hard caramels, right? Exactly their point. To break away from their caramel reputation, Werther's is putting their best foot forward and working hard to bring the rest of their sweets to life. 

The brand activation went live for one day only, on April 5th (National Caramel Day) at Santa Monica Pier. Replacing the original game's stops with their different candy offerings, giving consumers free samples along the way.  

"The goal here was to create an interactive way for consumers to experience Werther's on National Caramel Day"- Werther's Director of Marketing, Meredith Suffron.  The experience turned out to be a sweet success, attracting long lines of attendees of all ages, from start to finish. 

SOURCE: http://www.eventmarketer.com/article/werthers-life-sized-version-of-candy-land/