Nestlé has the answer with Smarties bar

Nestlé Rowntree is extending its popular children’s brand Smarties with the launch of a chocolate bar, backed by a £1m-plus marketing campaign including television advertising.

Nestlé Rowntree is extending its popular children’s brand Smarties with the launch of a chocolate bar, backed by a £1m-plus marketing campaign including television advertising. This is understood to be the 65-year-old brand’s first foray into the block chocolate format.

The Smarties bar will be available in white and milk chocolate, and will have mini Smarties running through it. It will be rolled out from the end of December and will be available in both countline and 150g chocolate sizes. TV advertising by J Walter Thompson will back the launch in February.

An insider says: “Nestlé has high hopes for the bar. It sees Smarties as one of its key brands that it can build on.”

Over the past 12 months Nestlé has embarked on a raft of marketing and new product developments for Smarties. According to AC Nielsen it has spent about £1.3m advertising the brand.

In March Nestlé launched Smarties in a can format, as a permanent packaging concept to accompany its tube. It also moved into the cake market last November, through its licence with Hazelwood Foods, which made the Smarties cake.

In Germany the brand has been extended into the cookies market, but there are no plans at present to launch the product in the UK.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here