Smarties

When Ce De Candy Co., makers of Smarties Candy, decided they wanted to donate money to the 2004 Rock the Vote campaign, they sought out The Rosen Group to leverage their good will into good PR.

With the Presidential election and Halloween shopping season (Smarties’ most profitable time of year) falling within the same month, The Rosen Group was asked to design a PR program that would make Smarties top-of-mind for consumers during October 2004, and perpetuate the positive association with the Smarties name for many Halloweens to come. Hence:

The Slogan: “Don’t be Stupid: Smarties Vote”

The Strategy and Implementation:


  • Two million special edition Smarties wrappers would be printed;

  • Rock the Vote street teams would hand out said candy and wear t-shirts with the campaign’s slogan;

  • Distribute t-shirts and candy to every newsroom in the country with a press release announcing the Smarties/Rock the Vote initiative.

    • The Results: Bolstered by early praise from The Associated Press, The Ellen DeGeneres Show, CNN and The New York Daily News, the “Don’t be Stupid: Smarties Vote” campaign was touted in more than 400 news outlets nationwide.