Werther's Original Pocket Denim
THE SITUATION
turning nostalgia into cultural relevance
Werther's Original, a nostalgic brand, needed to re-establish itself as more than just a sentimental treat. With fall being a key sales moment, the brand aimed to rise above the noise of “Pumpkin Spice Everything” and create a fresh cultural moment that would appeal to both its loyal fanbase and a new generation.
THE IMPACT
The campaign drove a 20% year-over-year increase in share of voice, surpassing key competitors and establishing Werther’s as a fall-season standout. With no paid media, it generated more than 95,000 site visits in just two weeks and 15,000+ sweepstakes entries, 10,000 of which came in the first 48 hours. A viral TikTok unboxing with over 380,000 views, 192 earned placements, and 1.5 billion impressions delivered engagement 61% above benchmarks. The jeans crossed into the cultural zeitgeist, now reselling for over $1,200 on eBay, and earned coverage in USA Today, Parade, and Fortune, along with nominations for Addy and SABRE Awards.
THE SOLUTION
Spool launched the “Werther’s Original Pocket Denim” campaign, combining fashion and nostalgia. Inspired by the tradition of Werther's tucked into loved ones’ pockets, we created a custom line of jeans with 30 tiny pockets sized to hold Werther’s candies. The concept not only honored the brand’s heritage but also sparked a unique, shareable cultural moment.
1.5b+ impressions
192 earned placements
20% yoy share of voice increase