Smarties: Blue Cat
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.