Werther’s Original, the butterscotch sweet brand, is supporting the launch of its sugar-free variant with a campaign targeting slimmers. It aims to increase awareness of its low calorie product with diet-conscious consumers.
The campaign will launch in Weight Watchers and Slimming World magazine later this month. It will include editorially-led pieces that will focus on the “quality taste and texture” of the product and that it has less than ten calories per sweet.
The brand has also signed a sponsorship deal with Diabetes UK, which will see the sweet supported on the charity’s website. It will also include branding and sampling at the charity’s Walk in the Park events in London and Birmingham during the summer.
Gabrielle Bong, trade marketing manager at Bendicks, which owns the brand, says the launch of the Werthers Original Sugar Free has allowed it to extend outside its core market. She adds: “This raft of promotions is just one of many initiatives that we have in store for the Werthers Original brand.”