The brand partnered with Hasbro to create an interactive pop-up based on the famous board game in honor of a confectionary holiday

Werther’s Original teamed up with American toy and game company Hasbro to fulfill the sweetest of dreams: a real-life and a digital version of popular board game Candy Land. The life-size version, dubbed “Candy Land: The Werther’s Caramel Edition,” was located at the Central Plaza of California’s Santa Monica pier for a one-day pop-up on April 5. There guests could explore the “Caramel Mountains” or get lost in “Werther’s Woods” as well as fish in the “Caramel Crème Lagoon.” And of course no trip to Candy Land would be complete without actual sweets, available to sample at the “Caramel Castle.”

The digital version of the game will be available throughout April at CaramelDay.com. These offerings mark a brand activation that is arguably more spectacular and interactive than last year’s, when Werther’s launched a national debate over the polarizing question of how to pronounce caramel, and joins the trend of brand promotion through real-life and digital experiences.

Werther’s Original Hasbro


Lead Image: Werther’s Original via Twitter

Werther’s Original teamed up with American toy and game company Hasbro to fulfill the sweetest of dreams: a real-life and a digital version of popular board game Candy Land. The life-size version, dubbed “Candy Land: The Werther’s Caramel Edition,” was located at the Central Plaza of California’s Santa Monica pier for a one-day pop-up on April 5. There guests could explore the “Caramel Mountains” or get lost in “Werther’s Woods” as well as fish in the “Caramel Crème Lagoon.” And of course no trip to Candy Land would be complete without actual sweets, available to sample at the “Caramel Castle.”