Echo, a brand design and innovation agency, has announced its latest work with children’s confectionary brand, Smarties®, as it undergoes a communication refresh and integrates sustainability throughout its brand positioning. These new communications will effectively underpin all of Smarties® future ‘Learn Through Play’ initiatives, with the messaging woven throughout the ‘Cool Creatures’ toy launch. The new work emphasizes the brand’s commitment to sustainability, while enhancing the colorful and fun identity for which Smarties® is recognized. Nestlé, the parent of Smarties®, has an ambition of reaching Net Zero by 2050, so this move supports its wider company objective.

Smarties® became the first global confectionary brand to implement 100% recyclable packaging in 2021, and the brand is focused on encouraging sustainable behaviors as part of its wider strategy. This starts with a call-to-action: “I’m paper, be smart, recycle me.” As long-standing partners of Smarties®, Echo collaborated with their Marketing team to evolve this proposition, introducing the new Play In Our Colourful World communication message, which acts as a powerful expression of Smarties® by bringing to life its key brand pillars: brand purpose, the unique Learn Through Play offer, and sustainability.