Case studyNestlé
Smarties Product Marketing
Grow a ~10% share brand against a ~40% leader, without marketing to children.
- Role
- Case competition
- Period
- Case competition
- Stage
- Modeled
- Type
- FMCG brand growth
~4.5M
Units/year by 2030 (modeled)
The problem
Smarties held ~10% share against a ~40% leader, cost more per pack, was missing from 37% of stores, and Nestlé policy rules out marketing directly to children.
What I designed
- 01"Green + Smart" platform aimed at parents: recyclable packaging, sustainably sourced cocoa and natural colours.
- 02In-store activations and a distribution plan to close the 37% availability gap.
- 03School competitions and tree planting that tie brand growth to an ESG story parents care about.
Outcome and KPIs
~4.5MUnits/year by 2030 (modeled)
- Modeled growth from ~3.1M to ~4.5M units a year by 2030.
- KPIs: listing rate, shelf availability, sell-out, packaging recall and activation reach.
Stack and methods
Product marketingPositioningDistributionESG
