Brand owner Bendicks is launching a £4m TV campaign, which breaks at the end of June, and introducing modernised packaging and new formats to move the butter toffee and candy away from its old-fashioned image.
While the adverts are still under wraps, they will retain a family theme, according to Bendicks. However, the grandfather figure is being retired because he is "too out of touch" with today's consumer. Trade marketing manager George McLearie said the new campaign and packaging were "contemporary without being extreme" and would give the brand more mainstream appeal.
"This is a step-change year for Werther's Original. We are trying to retain the very loyal customers and bring in lapsed and new users," he added.
The company is launching 78g bags of its butter candy from next month to target the on-the-go and travel sweets sector and is linking up with car rental company Hertz to put 200,000 rolls into rental vehicles for sampling between June and August. More product launches are planned for next year.
Werther's Original has become synonymous with the TV ads in which a grandfather gives his grandson his first taste of the sweets as a rite of passage.