ABOUT

Some consumers may be buying less confectionery day-to-day, but they still want to treat their loved ones on special occasions, and they’re prepared to pay more. Yet many brands limit their imagination to generic moulded shapes with a bolted-on logo.

Nestlé saw an opportunity and briefed Osborne Pike and Studio Davis to disrupt the category, by creating ownable and engaging seasonal figures for Smarties.

Bringing brand thinking to the challenge, our Easter bunnies and Christmas penguins are structurally and graphically ‘made of’ Smarties’ assets: the lentil form, the rainbow of colours and the unmistakable shaking sound of the Smarties inside.

Figures were created for different sizes and price points, with some using smart cardboard engineering to turn the simple lentil shape into multiple characters, reducing complexity and cost.

Our Penguins and Santas delivered a 75% YOY sales increase for Christmas 2019, so now bring on the Smarties Easter Bunnies!