The Jerthers

THE ASK
Werther's Original wanted a fall moment the press would
pick up, timed to National Caramel Month in October.

THE INSIGHT
Everyone has wondered what that tiny pocket on their
jeans is for. Werther's could finally answer: it's for a caramel.

THE IDEA
So we made jeans with 30 tiny pockets, each sized for
a single Werther’s Original. I called them Jerthers.

THE WORK
Custom jeans, a photo and video shoot, a microsite and a media mailer kit. The jeans
went to 200 winners of a 10-day sweepstakes that drew more than 15,000 entries.

Dame creative brought Spool on as its PR partner. I led the joint brainstorms, came up
with the idea and the name, and sketched the hero image the campaign was built around.

My favorite part of this is that one pair is now listed on eBay for $1,200. (Not joking)