Smarties have really cracked how to do progressive ideas which engage both kids and adults. The 8 Colours of Fun idea is a collaboration between 8 kids and 8 artists, using the 8 Smarties colours as inspiration for creativity.
I always talk about a key part of Generation C as being their need for ‘collaboration’ and ‘creativity’ – well the team at Smarties have nailed both these dimensions of todays kids. It’s equally relevant for teens.
The 8 episodes are based around 8 little collaraborative projects. Project Blue, Project Orange, Project Purple, Project Pink , Project Yellow, Project Brown, Project Red.
It’s a simple yet highly engaging content driven idea. Well done Nestle, JWT and TCO for pulling off a cool idea and reminding me why I love Smarties. It’s executed well across a branded youtube channel and website and they were smart to deliver all the content at once rather than drip feed it – which apparently was a key learning the guys at TCO came across when distributing content online.
Project Blue is my favourite – this kid is a classic.
This is a short presentation I put together based on some primary research I’ve been doing into the different developmental stages youth go through and the implications for marketers.
These phases are by no means completely linear, they are intertwined and kids experience several at a time eg: they could be in the ‘play’ phase whilst also ‘achieving’ through sports etc. This is meant to give marketers a bit of an insight into the different mindsets of young people and also the key social differences between boys and girls. The social focus shifts from ‘Me’ to ‘We’ to ‘The World’ as kids move through to teenagers and their sphere of influence broadens.
I am NOT a psychologist, but this is my perspective based on work I’ve been doing in the kids,tweens and teens space. Hopefully there are some interesting take outs for marketers who are looking to engage with young people through ideas.