Smarties has just concluded a successful campaign that was held over the month of February whereby as part of a promotional offer, the campaign rewarded loyal customers with 14,000 Smarties Hex Mugs and 6,000 Smarties Pencil cases.

Throughout February anyone purchasing any ten smarties packs was given a free Smarties Hex Mug or a Free Smarties Pencil case. The offer was extremely popular as the above figures confirm. In a comment about the success of this campaign, a spokesperson for Nestlé Malta said, “these limited edition hex-shaped mugs and Pencil cases proved to be very popular amongst a wide age group.” Last year, Nestlé Malta launched the new Smarties Hexatube. “The launch was very important as we were introducing a contemporary new-look to the very popular traditional tube product that had been around for 67 years! Notwithstanding the scepticism that might have surrounded our campaign and similar campaigns abroad, Smarties sales remained strong and constant confirming the product as one of the most favourite family brands.”

Two television adverts had formed part of an intense marketing campaign aimed at promoting the new fresh look of the Hexatube. As part of the campaign, Nestlé Malta organised a national children’s competition which won five lucky children a year’s scholarship at the Helen O’Grady Academy as well as other attractive educational prizes.

Smarties were developed by Rowntrees of York, which was bought by Nestlé in 1988. The brand was launched as Chocolate Beans in 1937 and packed in the familiar tube which was renamed Smarties one year later. About 570,000 tubes of Smarties are made at Nestlé Rowntrees in York every day and many are exported to the Middle East, the Far East and South America. Nestlé Rowntree has produced 5,000 million Smarties Tube Caps over the last 25 years.