Smarties: Blue Cat

Smarties is a very popular confectionery brand among Canadian children, but is less popular among teenagers, who see the colourful chocolate as juvenile.

Smarties: Blue Cat

JWT

Section I — Basic information

Business Results Period (Consecutive Months):June to December 2010
Start of Advertising/Communication Effort:June 14, 2010
Base Period as a Benchmark:Calendar 2009

Section II — Situation analysis

a) Overall Assessment

This is the story of how an irreverent Blue Cat reignited a brand.

Smarties is a much-loved and iconic Canadian brand. Many of us grew up with it and it has deep emotional connections to childhood. Smarties helped toilet train us, it taught us about colours, and it even helped us learn how to count.

But its strong connection to...

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