• by Karlene Lukovitz  @KLmarketdaily, April 3, 2018

Last year, Werther’s Original celebrated National Caramel Day by starting a national debate about the pronunciation of caramel (is it ker-uh-muhl or kar-muhl?), and pumped up interest by officially changing the name of Carmel, Ind. to Caramel, Ind.

This year, the candy brand is hoping to generate even more buzz on the “holiday” (April 5) by teaming with Hasbro to create a rea-life, life-size version of the iconic Candy Land game, as well as a digital version.

“Candy Land: The Werther’s Caramel Edition” will pop up in the Central Plaza of the famed Santa Monica Pier for that day only.

Visitors will be able to stroll down a “caramel path” for photo opportunities in the “Caramel Mountains” and “Werther’s Woods,” fish in “Caramel Crème Lagoon,” and sample actual sweets at the “Caramel Castle.”

Mario Lopez of “Extra” and “Saved by the Bell” has been tapped to be on site with his family, and do media interviews.  

In addition, through April, a digital version of the game will be hosted at CaramelDay.com. The virtual game board will let players learn fun facts as they explore the caramel regions. 

Post-event, the digital destination will also feature a 360-degree video of the live, on-site experience. 

Werther’s Original is using traditional, social and digital media to support the creative elements. That includes partnering with UsMagazine.com for a programmatic media buy, and promoting the digital destination through programmatic display banners on sites including People.com, Parents.com and ETonline.com.

The live event and digital extension “are a way for people of all ages to discover our full portfolio of products,” which include its classic caramels and new items caramel popcorn, cocoa crème and vanilla crème, says Meredith Suffron, Werther’s Original director of marketing. “Bringing the Werther’s Original and Candy Land brands together in celebration of National Caramel Day gives people the opportunity to reminisce about childhood favorites and create new memories with their own kids.”