The microsite, which supports the candy company’s “Little Smarties” Halloween campaign, plays off the iconic candy wafer roll’s famous name by featuring a collection of kids’ DIY Halloween costumes based on “smarties” from history. Created by eight lifestyle bloggers (mostly moms), the costumes include a child-sized Jane Goodall, Sally Ride, Neil Armstrong, Frida Kahlo, Audrey Hepburn and Marilyn Monroe. The site also includes instructions on how to make the itty-bitty costumes and offers visitors the opportunity to text about their enthusiasm for the beloved sweet and tart candy.
With the National Retail Federation estimating Americans will spend $2.7 billion on Halloween candy this year, Halloween is a big holiday for the $40 million-plus Smarties brand, whose treats proudly meet a variety of dietary restrictions — including nut-, dairy- and gluten-free (and low-cal, with only 25 calories in a regular roll).
The goal of the Little Smarties campaign and microsite is to inspire intellectual curiosity and get candy fans excited for Halloween, while also honoring the deep roots of the company.
Earlier this year, Rivers’ designers, developers and copywriters helped bring the Smart Candy Co.’s e-commerce website to life. Featuring fun facts, a blog, media and event updates, social media links, and an online store, the site was a critical and colorful step in expanding the company’s brand platform and offering a key resource for retail and wholesale buyers.