Werther's Original Sugar Free in Partnerships Deal

The editorially-led pieces communicate the key messages of quality, taste and texture; all for less than ten calories per sweet, and include a giveaway mechanic to encourage trial.

13/06/08 The partnerships, with Slimming World, Weight Watchers, Diabetes UK and Sweet Magazine, are aimed at increasing awareness of the low calorie product among its target diet-conscious audience to ensure that Werther’s Original Sugar Free is front of mind when making a purchase decision.

The activity begins this month with promotions running in both Weight Watchers and Slimming World magazines, with a targeted reach of over 1.2 million consumers.

The editorially-led pieces communicate the key messages of quality, taste and texture; all for less than ten calories per sweet, and include a giveaway mechanic to encourage trial.

The line will receive an additional boost from a sponsorship package with Diabetes UK that will see information about Werther’s Original Sugar Free appear on the charity’s website, which achieves 150,000 unique visitors per month.

A further branding and sampling opportunity has also been arranged to support Diabetes UK’s Walk in the Park event which takes place in Regent’s Park, London in June and in Birmingham in July.

Gabrielle Bond, trade marketing manager at Bendicks says: “The launch of Werther’s Original Sugar Free has enabled us to diversify the Werther’s Original range and expand its audience.

“For retailers, this adds up to a fantastic opportunity to tap into an additional revenue stream and we are committed to helping customers achieve this by investing in a variety of trade promotions and sponsorships.

“This new raft of promotions is just one of many initiatives that we have in store for the Werther’s Original brand. It’s going to be an exciting year ahead!”