Werther’s Original has introduced a limited-edition scarf designed for consumers who begin celebrating fall before summer temperatures subside.
The Werther’s Original Cozy Cooling Scarf is a woven scarf with a concealed cooling pouch at the neck and a zippered pocket intended to hold Werther’s Original caramel candies. The item is part of the brand’s seasonal marketing campaign and is not positioned as a conventional retail product.
The company said the scarf is intended to reflect the popularity of early autumn traditions, including seasonal décor, candles and fall-flavored drinks, among consumers who begin those routines before the weather changes.
“Fall fans don’t wait for a date on the calendar to start craving everything that makes the season special,” said Georgia Healey, vice president of marketing at Storck USA. “The Cozy Cooling Scarf is our playful way of helping fellow fall lovers embrace that feeling whenever they’re ready, even if the thermometer says otherwise.”
Giveaway Campaign
Werther’s Original plans to distribute the scarves through giveaways running Aug. 25–31 in partnership with social-media creators Chasitey Pounds, Chelsea Sawick and Lauren Wildman.
The creators will share fall-themed content and host individual giveaways for followers. Werther’s Original did not state how many scarves will be available. Distribution will continue while supplies last.
Seasonal Promotion
The campaign accompanies Werther’s Original’s fall product marketing, including its Harvest Caramel line. The company sells hard, soft, chewy, filled and sugar-free caramels, as well as caramel popcorn, through retailers nationwide.
Werther’s Original began in 1909 in Werther, Germany, according to the company. It is now part of the Storck confectionery business, which operates U.S. headquarters in Chicago.
