February 23, 2005 Smarties – New PackagingOrganisation: Nestlé
Analysis and commentary by Echo Research. "Smarties Reach the End of the Tube,"lamented The Scotsman (18/2 ). "Quite simply, the worst catastrophe to befall modern man. Don't do it, Smarties!!"begged Helen (bbc.co.uk, 18/2). But Nestlé chiefs stood firm on Friday 18th February, the day on which, for Smartie lovers the nation over, the only colour that could possibly exist in the new 'hexatube'was black. "We don't change something this famous just because we feel like it,"asserted Neil Ducray, Nestlé Rowntree's marketing director (Sky News, 18/2). Extensive research had shown the appeal of a "tactile"(Sun, 18/2), spill resistant (Retail Bulletin, 18/2) and "interesting"(thisisBournemouth.co.uk, 19/2) new packet design. Research, however, did not apparently highlight the nation's nostalgic attachment, not only to brightly coloured sweeties, but the multi-functional packaging that contained them. The same nation that would be buying sweeties for their offspring, asserted that hexagonal boxes were no use as tank engine funnels, neo-classical pillars, nor did the proposed flip-top lid give the "satisfying report"of a "plastic Smartie cap shooting across the playground"(Guardian, 18/2). There were alarmist calls concerning
"Square Polos"(Stuart, Netherlands, bbc.co.uk, 18/2) and
"white marmite"(Val Oliver, bbc.co.uk, 18/2). But the message was clear,
"Not such a smart move for Smarties"(www.just-food.com, 18/2).
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