THE WORLD'S GREATEST TOY by J. Walter Thompson Johannesburg for Smarties

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THE WORLD'S GREATEST TOY

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Industry Candies
Media Promo & PR
Market South Africa
Agency J. Walter Thompson Johannesburg
Executive Creative Director Ben Du Plessis
Creative Director Ronnie Malden
Art Director Chris Wellard, Sarel Dalport
Copywriter Julia Rutherford
Released February 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: NESTLÉ SOUTH AFRICA
Product/Service: SMARTIES SWEETS
Agency: JWT JOHANNESBURG
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: JWT JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Ben du Plessis (JWT Johannesburg)
Art Director: Chris Wellard (JWT Johannesburg)
Copy Writer: Freedom Masiba (JWT Johannesburg)
Art Director: Sarel Dalport (JWT Johannesburg)
Creative Director: Ronnie Malden (JWT Johannesburg)
Copywriter: Julia Rutherford (JWT Johannesburg)
Head of Production: Heather Smith (JWT Johannesburg)
Account Manager: Annie Lazarevski (JWT Johannesburg)
Media placement: In-store merchandising - In-Store - 01.03.2010
Media placement: In-store posters - In-Store - 01.03.2010

Describe the objective of the promotion.
Increase brand awareness and sales by creating a promotional campaign that will make parents understand the value of feeding their kids’ imaginations. And convince them that Smarties are more than little candy-coated chocolate pebbles. Smarties are 'imagination activators'.

Describe how the promotion developed from concept to implementation
With imagination the world becomes a wonderful place where ordinary things become, well, anything you want them to be. Even an oddly shaped piece of wood can become the world’s greatest toy. So we designed an oddly shaped piece of wood. And we sold it, with a pack of Smarties, as “The World’s Greatest Toy”.

Describe the success of the promotion with both client and consumer including some quantifiable results
“The World’s Greatest Toy” was sold in toy shops in a national toy store chain - a completely new distribution channel for Nestle. When fully stocked, each merchandising stand housed 36 units of “The World’s Greatest Toy”. On average, each unit had to be re-stocked every two days. In the first month alone we exceeded targets by over 250%. “The World’s Greatest Toy” was mentioned and discussed by mothers and child psychologists on more than 100 education and parenting websites and blogs across South Africa. And most importantly, the toy is now being sold without Smarties. It's a best-seller. And it's referred to as 'the Smarties Toy'.

Explain why the method of promotion was most relevant to the product or service
In South Africa, lower LSM kids are geniuses when it comes to improvising and creating toys out of nothing. Hence the thousands of 'tourist pictures' of township kids playing with old tyres and sticks. Upper LSM kids (our target market) aren't very good at improvising at all. They have become used to a diet of intricate, expensive, 'made in China' toys that light up with a myriad of lights and sounds. However, there is a trend starting towards more 'earthy' toys. Toys that force children to use their imaginations.