Smarties: Only Smarties have the Answer
Long-term overview of advertising for Smarties chocolate brand. Sales began to stagnate in the early 1980s. There was a constant need to reinforce the brand for a new audience of children. It was important to have a consistent brand personality (parents were once Smarties consumers). Objective: a consistent theme had to be constantly reinterpreted. Evaluation: improvements in volume sales and penetration. Managed to withstand threat of Mars' M&Ms launch which was heavily advertised.