Nestlé rolls out activity-focused Smarties Cool Creatures TREX 

By Kristiane Sherry |

Smarties Cool Creatures will be supported by physical and digital campaigns

Nestlé International Travel Retail (ITR) is bringing play-focused education to confectionery with the launch of its travel retail exclusive (TREX) sea-themed Smarties Cool Creatures sets, which include activities as well as recyclable Smarties Hexatubes packs.

Designed with virtual exploration in mind, the new editions are developed in line with Smarties’ ‘Learn Through Play’ positioning.

The launch will be supported by in-store promotional activities, including digital activations, which highlight sustainable messages and celebrate the underwater world. 

Each Smarties Cool Creatures set includes 4x34g recyclable Smarties Hexatubes packs, four activity sheets, eight coloured pencils, stickers and a play mat. 

Children are encouraged to create and customise four different sea creature toys, developed with longevity and long-lasting enjoyment in mind. 

The release is part of Nestlé’s Play in our Colourful World campaign.

Bringing physical and digital together

Smarties Cool Creatures and its supporting promotional activities blend the physical and digital worlds. 

Nestlé ITR partnered with two agencies to bring the concept to life: ECHO, its long-term design and strategy partner for travel retail which designed the toys and digital elements; and augmented reality content creation expert Zappar.

“This type of AR (augmented reality) is a significant first for Nestlé International Travel Retail,” said Macarena Jimenez, Senior Brand Manager. 

“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. 

“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.

“We’re hugely excited about this innovative launch, and are confident it will further boost sales within the premium and gifting confectionery categories.”

Sustainability front and centre

Smarties Cool Creatures is presented in fully recyclable packaging and its chocolate is made from 100% certified sustainable cocoa beans sourced through the Nestlé Cocoa Plan.

Smarties Cool Creatures has fully recyclable packaging

Aura Sanchez, Marketing Manager, added: “Sustainability is a core value that underpins every element of our design process, product execution, and communications. We understand the role sustainability now plays in purchasing decisions, and are committed to giving our consumers appropriate and responsible choices.” 

Smarties was the first global confectionery brand to move to recyclable paper packaging, and has an ambition to make all its packaging recyclable or reusable by 2025. 

Last year, Nestlé launched its coffee portfolio into travel retail across Dubai, Madrid, Barcelona, Panama, Dubai, Doha and Singapore, bolstering its presence in the category.

It also announced its ambitions to grow food into the top travel retail category through its VERSE model:  Value, Engagement, Regeneration, Sense of Place and Execution.


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