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Nestlé International Travel Retail (NITR) has launched a travel retail-exclusive, Smarties Cool Creatures.
The release reflects the company’s dedication to sustainability and its ‘Learn Through Play’ strategy. It has been designed to spark children’s imagination and encourage virtual exploration while nurturing their appreciation for the underwater world.
The Smarties Cool Creatures set includes 4 x 34g Smarties Hexatubes that come in recyclable packaging, four activity sheets, eight coloured pencils, stickers and a play mat. Inspired by Nestlé’s ‘Play in our Colourful World’ campaign, it allows children to create and customise four different sea creature toys.
Targeting both current and future audiences, the marketing blends physical and digital elements.
The concept is a collaboration between Nestle’s long-term design and strategy partner ECHO and Zappar, an augmented reality content creation agency. “This type of augmented reality is a significant first for NITR,” explained Senior Brand Manager Macarena Jimenez.
“Scanning the on-pack QR code gives access to a colourful, interactive virtual world, where users can become a marine explorer, learn fun facts and take part in a marine expert quiz.”
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Nestlé ITR is unleashing an array of in-store promotional activities and digital activations to support the launch. These experiences will offer an interactive phygital experience that highlights the set’s sustainable message.
Jimenez said, “Once again Nestlé ITR is leading the narrative with an eye-catching travel retail-exclusive that cleverly combines its famous chocolate treats with a diverse range of imaginative, educational and above all, fun activities to keep travellers entertained while learning.”
About the aim to make all packaging recyclable or reusable by 2025, NITR Global Head of Marketing Aura Sanchez said, “Sustainability is a core value that underpins every element of our design process, product execution and communications.”
The chocolates in the Smarties Cool Creatures are made from 100% certified sustainable cocoa beans sourced through the Nestlé Cocoa Plan.
“We understand the role sustainability now plays in purchasing decisions and are committed to giving our consumers appropriate and responsible choices,” Sanchez commented. ✈