Nestlé / Smarties

A bright and colourful future


Continuing our long-standing brand partnership with Smarties in Travel Retail, Echo’s latest iteration of the ‘Learn Through Play’ strategy sees Smarties’ commitment to sustainability go from strength-to-strength. Our new communication platform, ‘Play in Our Colourful World’, is a powerful tool to spread the message of sustainability and bring to life our latest ‘Cool Creatures’ toy innovation.

The updated brand assets and visual worlds form a detailed design system that can adapt to multiple channels and touchpoints. The integrated paper tear visual creates a link to the on-pack sustainability messaging and encourages consumers to make sustainable choices.

Brand Strategy

Product Innovation

Communication Strategy & Design

Packaging Design

Digital Experiences

Brand Activation


‘Cool Creatures’ allows children to create, decorate and play with 4 sea creature toys – the children can then befriend their handmade toys virtually, accessible via a QR code. Interaction between the physical world and digital realm was integral to the strategy, which evolved Smarties’ focus on using phygital as a means to educate the current – and next – generation of consumers.

Supported by the ‘Play In Our Colourful World’ messaging, the new toys continue to develop Nestlé’s ‘Learn Through Play’ platform by educating children about sustainability and spreading positive communications about an appreciation for the natural world, creating a colourful future for generations to come. This latest work supports Nestlé’s company-wide sustainability goals to help build a greener planet for us all.


“Echo has been integral to Smarties’ mission to bring sustainability through our front and centre in travel retail. It’s important we educate our consumers about sustainability through a positive lens that is reflective of Smarties colourful and fun identity. Digitally connecting with our consumers enables us to continue building brand awareness and share the Smarties ethos beyond the travel retail environment. Echo’s support has allowed us to maximise the impact of our brand and overall product experience.”

Aura Sanchez - Marketing Manager, Nestlé International Travel Retail