Only Smarties have the Answer: Advertising's Contribution to Smartie's Strength as a Brand

Bernadette Knox

Describes advertising's long-term contribution to Smarties; how it has helped to withstand threat from major competitor Mars M&Ms.
Agency: J Walter ThompsonAuthor: Bernadette Knox

Only Smarties have the answer: advertising's contribution to Smartie's strength as a brand

INTRODUCTION

In 1987, Nestlé paid £2.55 billion for Rowntree, when the company's net assets amounted to £409 million on a conventional balance sheet. The difference was the value Nestlé put on Rowntree's brands, and their intangible benefits and added values. Smarties is one of those brands. It has a very special status with most consumers, being indelibly linked with the pleasures of childhood. In part, this definitive positioning can be attributed to the nature of the...

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