Blue Smarties are back

Nestlé has reintroduced the distinctive blue SMARTIES to the popular range, now made with a natural colourant, and accompanied with a marketing campaign focused on inspiring creativity in kids.

Following the brand’s move to incorporate non-artificial colours in its products, Nestlé reports that it undertook an extensive search for a natural blue colourant. “This ‘discovery’ has allowed SMARTIES to answer consumers’ demands and bring the much loved blue SMARTIES back to the range,” says Nestlé.

The re-launch campaign includes a desire to create meaningful moments between mom and child and heighten creative and educational play. The campaign encourages the use of SMARTIES to learn about colours, counting and stimulating creative expression using the colourful sweets and their equally fun packaging to allow the imagination to take over.

“The relaunch of blue has also prompted a SMARTIES packaging makeover. The refreshed eco-friendly packaging sports a clearer, cleaner design with less clutter and improved visual cues relating to the chocolatey offering,” it notes.

In order to inspire this creativity and encourage fun amongst children, SMARTIES has conceptualised an in-store campaign titled the Blue is Back ‘Box-a-thon’ with an ‘under the sea’ theme. To participate consumers must purchase a SMARTIES ‘blue is back’ pack and utilise ‘out-of-the-box’ thinking to create something with the pack in celebration of blue. By uploading their entry to the SMARTIES mobi site, consumers stand to win weekly prizes with 70 Leap Pads up for grabs.

“The ‘Box-a-thon’ campaign aims to communicate that we are listening to our market and have found a way to bring blue back to the range while stimulating imagination and rewarding kids for being creators’. It activates and engages consumers while promoting team work and inventive thinking,” says Ravi Pillay, head of corporate communications at Nestlé.

Additionally SMARTIES has committed themselves to building strong relationships between the brand, schools, educators, parents and learners. This will be executed through a school’s programme in partnership with the Pick n Pay School Club. The focus of the Schools programme is to recognise and develop the artistic spirit in learners. Schools will receive activity booklets, educational posters and teacher’s guides to assist teachers in executing the set activities as well as take home guides for parents.

“We want to assist with the creative development of young children from Grade one to three. This initiative will reach over 513 000 learners and will range across a number of subjects including; Life Orientation, Arts & Culture, Literacy, Mathematics and Technology,” adds Pillay.

The campaign will be supported by innovative in store point of sale material as well as on-pack, radio and online elements.