Nestlé / Smarties

Sparks the imagination

Due to the lack of a compelling portfolio in the all-important world of International Travel Retail, Smarties was experiencing declining sales and distribution.

Echo was therefore briefed to develop a completely new, integrated toy and confectionery offer. Our key insight that unlocked the potential of Smarties in Travel Retail was that ‘play is child’s work’ i.e. creative play is essential to happy, healthy child development. Based on this we designed and developed a new, ownable toy range, the communications strategy and campaign idea, plus activations and point-of-sale.

Brand Strategy

Product Innovation

Structural Design

Packaging Design

Graphic Design

Communication Design

Brand Activation

Retail Design

Digital Design

Artwork Production

Design for Manufacture

In line with Smarties CSR sustainability commitments, we subsequently collaborated with brand and supply chain teams to remove the single use plastic packaging from the toys.  The change in packaging allowed us to create a new range of Learn Through Play experiences which utilised printed materials, further supporting Nestlé’s sustainability commitments and diversifying the portfolio.

Digital added-value content such as play-along tutorial videos and downloadable multi-language instructions, further enhanced the Learn Through Play and sustainability experiences, creating a unique offer for Smarties in International Travel Retail.


ECHO has delivered truly engaging and unique packaging innovations combined with brand relevant experiences that meet a specific set of consumer needs. The team have worked from idea generation to realisation.


Nizar Belhachmi, Senior Brand Manager