Smarties

Facing declining sales and the risk of delisting, Smarties needed a bold rethink of its International Travel Retail proposition. A new brand purpose, Learn Through Play, placed the focus on creativity, discovery, and developmental play, reimagining Smarties as more than a treat, but a tool for learning.

This came to life through the Cool Creatures range, which blended playful interaction with a message of environmental awareness. The innovation not only engaged children and parents alike, but also positioned Smarties as a more responsible and forward-looking brand, earning Product of the Year at the TFWA trade show in Cannes.