Monetizing on the fad for emoticon, the Smiley Company has entered into promotional deals with Mondelez International in Asia and Unilever in France. Together with Mondelez, Smiley has released on-pack and in-pack promotions on Cadbury’s Lickables and Gems candy products in India and Bangladesh. The customers will have an opportunity to collect 16 mini Smiley toys including fidget spinners, phone stands, puzzles, mazes and stamps etc. along with buying Cadbury products with Smiley-branded packaging. Smiley will replicate the campaign in Indonesia, Malaysia and the Philippines through 2019. 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, the brand has also partnered with Unilever once again for a second Smiley-branded loyalty program at Carrefour stores across France. “Smiley brings a smile to the faces of consumers at retail, and we are helping big brands reach their customers in exciting ways,” said Lori Heiss-Tiplady, vice president, brand strategy, Smiley. “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. 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.” The Smiley Company continues to enjoy strong growth in promotions, with two major campaigns launching with Mondelez and Unilever. 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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