Smarties stand for the multi-coloured creativity of children. The mailing’s concept aims to involve the target group through a fun game of ‘conquer the Smarties tower’, in which the new hexatube is presented as the game’s core element. The main idea is for children to be able to use the Smarties as tokens, and advance through the board game using dice and to win the remaining Smarties found in the tube. In a surprising twist, children can turn over the boards and draw their own game board. The Nesquik bunny was integrated into the game to co-communicate the brand.

1.This game gives nibbling a whole new meaning!

2.Sensational response of 15.71%3.Reusing the game automatically means resale of the product. In this respect, the game is an ideal instrument to increase utilization.

4.Very high approval and recommendation rating among children. Over 3% of new names were received from responses of which 2% came from recommendations (inquiries were received after sending the game to new addresses)!