ABOUT

Iconic for its playful image, SMARTIES® is synonymous for bringing fun and smiles to families worldwide through the combination of a great chocolate taste with strong play value gifts to engage the senses and spark the imagination. Children see so much more than just coloured lentils in SMARTIES®; they see thousands of colourful stories and adventures. Building on the idea of ‘Create Colourful Stories’, Echo’s range of innovations are ideally placed to answer a wide number of consumer needs in gifting, sharing and inflight entertainment. The Smarties Creator Book offers a refillable activity pad, games and puzzles as well as coloured pencils and stickers.

Traditionally, permissibility has been product-led, with 'treat-size', 'snack box' or 'reduced' variations of the product. However, when a brand has strong values and personality it is also possible to take permissibility one step further, from purely product-led to brand-led. When considered as a brand-led multi-sensorial creative challenge, brands can use design to create rituals, stories, and memorable moments. The result is brand led permissibility based around 'less product but more experience'.

Andrew Capper, Creative Director at Echo comments: “The travel retail environment offers a brand like SMARTIES® a unique opportunity to engage with consumers and deliver a unique brand experience. Through this project we have had the great pleasure of transporting ourselves back to childhood, immersing ourselves in the vibrant world of play with all its endless possibilities. Our ideas have been designed to spark the imagination with colour, fostering and activating creative play of the most imaginative kind.”