Werther’s classic hard caramels are known as the sweet treat Grandma always had in her purse, making today’s consumers have a warm and fuzzy feeling about the brand, but not necessarily seeing it as a brand for them.

To make it feel fresh and relevant for today’s consumers, the “Where Do You Werther’s?” campaign highlighted where people stash it on the go and employed a bright, memorable aesthetic. Stop-motion GIFs helped it stand out in cluttered social feeds.