Nestlé Canada is revamping its Smarties brand as part of what a senior marketing executive calls a “big year” for the beloved chocolate treat. In addition to new packaging that allows consumers to dispense what the company calls a “responsible” portion of 15 Smarties, the brand has also introduced a new Instagram account.
Smarties celebrated its first day on Instagram four weeks ago with a series of Smarties shout outs. Messages like “Sup Carlos” and “Nice to meet you Taylor” were created out of Smarties, and tagged with the hashtag #HowDoYouSmarties.
One post sent out to the Michaels of Instagram prompted pop sensation Michael Bublé to reply, “I eat the red ones last.”
In April, Smarties will debut a TV commercial created by its agency JWT based around the theme “How do you Smarties?” Consumers are being informed of the changes on Smarties’ Facebook page, which has more than 903,000 followers. One Method oversees all digital work for Smarties.
The new initiatives are intended to resonate with teens as well as “young at heart” adults who continue to embrace the brand, which entered the Canadian market in 1953.
“We’re confident that Canadians from coast-to-coast who love Smarties will also embrace this new way of enjoying the product,” says Ryan Denys, marketing director, confectionery for Nestlé Canada in Toronto. “We want to celebrate how consumers enjoy Smarties in their own unique way and remind them that Smarties are still the colourful, delicious treat they remember and love,” he says.
Denys says the brand is on a “journey of continuous improvement,” having removed artificial colours in 2009 and adopting natural flavours in 2011.
In 2013, Nestlé began making Smarties with 100% sustainable cocoa as part of the Nestle Cocoa Plan.
“These decisions are a reflection of how dedicated Nestlé is to bringing this commitment to life,” says Denys.
Nestlé has also eliminated some Smarties packs, including the King Size box and certain seasonal items, as part of its commitment to selling children’s products that meet criteria set out by the Nestlé Foundation for the Study of Problems of Nutrition in the World, which was established in 1966.
“The changes to the Smarties portfolio have been made because we believe these changes are the right thing to do,” says Denys.
This article originally appeared at CanadianGrocer.com.
