Werther’s Builds Life-Sized Candy Land Pop-Up
Celebrating National Caramel Day at the Santa Monica Pier
By Jen Respondi – Contributor
Partner, EventPermits, LLC
When I think of caramel, I instantly think of the delightful candy from Werther’s Candies every time. It’s just how it is! When I think of the board games I played as a kid and with my son when he was little, Candy Land is at the top of the list. Combining these two memories is sweet in more ways than one.
In honor of National Caramel Day (April 5th), EventPermits worked together with Agency H5, in conjunction with Hasbro and Werther’s Candy, to create a life-sized version of the board game, Candy Land!
Agency H5 in Chicago was tagged by Werther’s to bring this magical land of caramel dreams to life. The activation featured:
-Caramel Crème Lagoon, where guests were able to ‘fish’ for a bag of Werther’s
-Caramel Popcorn Mountain, which offered samples of caramel popcorn
The Werther’s version of this timeless board game brought both young and old to have fun together. Participants were able to choose from oversized cards, which determined their path on the board. The game ended at Caramel Castle.
A special guest appearance was made by ‘Extra’ and ‘Saved by the Bell’ star, Mario Lopez. The actor fished for caramel candy with his kids and posed for some pictures along the way.
Working with the City of Santa Monica, EventPermits helped turn a small piece of the Pier into a truly sweet experience. Our team assisted in providing the location scouting, permitting and legal presentation of the activation.
The event was broadcast on local news stations such as ABC, FOX, CBS, and SMDP in Santa Monica. Agency H5 used the hashtag #WerthersXCandyLand to engage users on social media.
For those who were not able to attend in person, you can download the online version of the game and have some fun! https://caramelday.com/
Read more about the activation here: