Noreen Farooqui, writer, copywriter, behavioural scientist, strategy, strategist, University of Toronto, English, business psychology, behavioural economics

Smarties: Show Your Colours

This was a multimedia campaign where I created content for the Internet, television and candy boxes.

The song, “Everyday People” was sung by duets in various genres: classical, beatbox, country, jazz etc., and the target audience, young adults ages 11-14 were invited to vote for their favourite duet who corresponded to a Smarties colour, and thereby “show their colour.”

Snippets of each duet’s version would play on television and viewers were asked to go online and vote. The winning duet would have the full version of the song featured as a television commercial.

In addition, candy boxes also had phrases with corresponding colours. Again, consumers were invited to visit online.

As a journalist, I got to use my skills in questioning duets for their online biographies. Each musical talent served as an aspirational role model for young adults.Smarties1ASmarties2ASmarties3ASmarties4ASmarties5ASmarties6ASmarties7A



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