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Smiley reveals brace of new FMCG promotions

Major campaigns launching with Mondelez and Unilever.

The Smiley Company continues to enjoy strong growth in promotions, with two major campaigns launching with Mondelez and Unilever.

Teaming with Mondelez in India and Bangladesh, Smiley has developed Cadbury’s on-pack and in-pack promotions for its candy brands Lickables and Gems.

The campaign launched this month and offers Cadbury’s customers the chance to collect 16 mini Smiley toys including fidget spinners, phone stands, puzzles, mazes and stamps, as well as enjoying a selection of Cadbury’s products that feature a range of the Smiley emoticons on the packaging.

The promotion will be supported by a TV advertising campaign, while Mondelez has confirmed that it will be replicating the promotion in additional territories during 2018 and 2019, including Indonesia, Malaysia and the Philippines.

Meanwhile, Unilever is also replicating its success with Smiley by launching the second burst of its branded loyalty promotion at Carrefour stores throughout France, in a deal brokered by Cartamundi.

The cross-category promotion rewards Carrefour customers who purchase a minimum of three products from the Unilever range with the chance to win one of thousands of prizes including Smiley Premiums, Unilever vouchers, high-tech Carrefour vouchers and a holiday as the top prize – as well as gaining access to an exclusive Smiley online game.

The campaign is being supported with a marketing activation across participating Carrefour stores and follows hot on the heels of a similar promotion between Unilever and Smiley at 60 Cora stores in France earlier in the year.

The campaign will run from September 24-30 across all participating Carrefour stores in France.

“Our FMCG promotions continue to drive sales at retail and this is opening up more partnership opportunities with the biggest and best in the industry,” said Lori Heiss-Tiplady, vp of brand strategy at Smiley. “Working with Unilever and Mondelez is not just building brand awareness, it’s allowing us to create integrated marketing experiences for both retail and online.”

Lori continued: “As promotions continue to drive growth for the business, our market research confirms that Smileys increases purchase intent and improves on-shelf stand among consumers.

“As a result more brands are turning to Smiley in order to leverage not just our authentic position, but also our positive marketing message and directory of thousands of trademarked Smiley icons.”

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