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 didn't stop at one. Jeans with 30 tiny pockets, each sized to hold one Werther's Original.
I called them the 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.

MY ROLE
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 and set the vision the campaign was built around.