Smarties: Only Smarties have the Answer - IPA Effectiveness Awards Case Study 1990

Brief Description: 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. ;---(TAGS)--- Full Title: Only Smarties have the answer : advertising's contribution to Smarties' strength as a brand ; Number: 1990/513 ; Brand Name: Smarties ; Client: Nestle ; IPA_ProductCoding: Food (Confectionery - chocolate) ; Agency: J Walter Thompson ; Author: Bernadette Knox ;