How Smarties Embraces Interactive Packaging

This new type of interactive packaging released a music creator, and this packaging was unique, and intriguing.

It’s basically a flute that’s reusable, and is used to craft music, and is branded with the Smarties logo on it.  This is something that’s also been made to be more sustainable, as Nestle does have the goal to be free of plastic and totally recyclable by the time 2025 rolls around. 

With the pandemic making launch schedules a little bit delayed, this doesn’t mean that the Echo agency hasn’t developed this product. They’ve had a chance to create a launch program, and one that’s a very structured offering for the business. 

Full sustainability is important, but they also highlight interactivity of the packaging. The experts of this have started to divide the products that are there into a couple of different types. These include the dreamer, the thinker, and finally the creator child, and they offer different didactic tools and methods for you to work with, and different means to use these items. 

The Account Director there at the Echo, Peter Cowie designed this because a lot of the children today are very independent, intelligent, and they have a quick stimulus response.  They do get bored easily because of this too. That means though, a better chance for brands to capture and boost the imagination of a child. This is through the creation of user experiences, especially on a tactile and other level for this. This satisfies curiosity and the need that’s innate and expressive. Smarties wants to carry out the mission of boosting the learning capabilities of children through the usage of interactive design and play as well. originally, they were asked to design this packaging specifically for the toy. But, through using Smarties, it increased the chances that people will buy this, and the teaching experience, educational value, and the engagement to this brand. This in turn, will bolster traffic to the online properties that they have.

This new flute also comes with a unique QR code that, once you’ve scanned this, does redirect the customers to a portal online.  This hosts a lot of resources that parents, and the like can look at. Some of these resources teach children how two play the instrument, while also enjoying the chocolate pralines that are in this. 

This was inspired by the style that smarties has, and it is a fun, playful form of brand identity that’s hitting the target audience, which is a child between the ages of 3 and 10. With this, echo created a portal that children can go and look at, filled with a bunch of rich, intriguing contents. 

Some of them include the following: 

• The brand’s history 

• The evaluation system for helping parents understand, and the best means to propose this.

• Downloadable and printable forms of music sheets so children can learn to play 

• Interactive pages where a child can click on the notes, creating a corresponding sound.

• Tutorials and videos on how to play the instrument 

What we can learn from this case study is that, in order for a packaging to be truly innovative, you need materials that are recyclable in order to reduce the environmental impact.

The second thing is that packaging is a hub, in order to engage a customer by fostering the interactions that a company has with them, inspiring loyalty.

Finally, the packaging that’s tailored to the audience and created with consistency and the values that are distinct on this brand is a very powerful tool for marketing and usage as well.