...to support the Advertising Strategy Assignment Brief.

1. Client Information
Nestle – Smarties – https://www.nestle.co.uk/en-gb/brands/chocolate_and_confectionery/chocolate/smarties
Project
Smarties – plastic free packaging and communications
https://www.nestle.com/csv/impact/environment/packaging
Prepared by
Marketing and Communications Director, Nestle UK
Innovation Lead for Packaging, Nestle UK
Background
Smarties are one of Britain’s best-loved brands. There are eight colours to choose from; red, orange, blue, green,
yellow, pink, violet and brown. The orange Smartie is flavoured with natural orange oil. Smarties are not only fun to
play with but have also contained no artificial colours or flavours since 2006.
Smarties are available in the tube format (single tube or multipack); a bag of mini cartons perfect for parties or
Halloween; in a sharing bag; and milk chocolate sharing block. Smarties is also one of the biggest selling boxed Easter
eggs and at Christmas has special packs available such as Giant Tubes and novelty figures.
Rationale
The role that packaging plays in the marketing mix is massively under utilised as a form of media, especially in terms
of communication, both physically and as a digital enabler for Nestle Confectionery. We see this as both a challenge
and an area of opportunity.
Whilst Nestle clearly invest in advertisement, it is often generic so it can be used across multiple markets. A push to
more customisable, regional and relevant advertisements reaching the audience via the most appropriate media is a
new direction that we are looking to head in.
We see packaging and point of sale with social media as the digital enabler as an ideal initial media mix, we call
this ‘winning at point of purchase.’ This is where most of our marketing and advertisement spend is concentrated,
relying on PR to do the rest. However, we are open to wider recommendations.
Campaign Objectives
• To develop a novel creative approach for the Smarties brand
• To increase awareness of the paper packaging used, supported by a social marketing approach around
recycling and littering.
• Enable more customisable, regional and relevant content within the targeted advertising.
• The support a successful launch by creating interest in the new brand and offering content via key media as
both ‘pull’ and ‘push’ strategies and clearly position our new brand as different from the other Confectionery
providers.
Target Audience
To be determined by the agency but should be from UK-based market.
Other Creative Considerations
We do not wish to recycle or reuse any previous campaigns (unless there is a substantially supportive and valid
argument to support this). As a new venture we anticipate the creation of a wholly new and exciting creative
campaign.
Schedule
Advertising Strategy to be submitted by the 7th
of January 2020. Media Plan schedule to follow.
Budget
£5,000,000 – N.B. there is no requirement to include creative or production costs at this stage, media costs to follow.