Allen’s wants to make Australians smile in new participatory campaign

Confectionary brand Allen’s has launched a new campaign intending to make more Australians smile more often with its new ‘Smile Makers’ initiative.

The campaign centres around the idea that people smile only 15 times a day on average, and Allen’s wants to encourage Australians to smile more by sharing the things they do and say to make others smile.

The ‘Smile Makers’ campaign is not to be confused with the new brand of sex toys, Smile Makers vibrators, led by the Monkey’s creative partner Micah Walker.

The first stage sees the campaign touring Australia, with activations in each of the capital cities along with ten towns across the nation during June. A character called Bravo Child is asking Australians in each town what makes them smile.

The work, created and directed by TCO, is intended to be participatory in nature and the content being captured during this phase will be used in later media executions. The work is the first creative for the confectionary brand to be led by TCO rather than rostered creative agency JWT.

Head of marketing for confectionery and snacks at Nestle Australia, Lisa May said: “By being truly participatory in nature, our aim is to inspire and enable Australians to create, capture and share more smiles. Having fun and reminding everyone that smiling is easy and that you don’t have to be an entertainer or a comedian to make someone smile, is integral to our campaign.”

The campaign also spans PR, a Sunrise partnership with Channel 7 and is centred around Allen’s social platforms on Facebook and YouTube. According to a TCO spokesperson, the Facebook page has seen exceptional results so far, with record figures for “virility” (Facebook’s measure of how much a piece of content is shared by others) at 18%, despite the relatively small fan base.

Creative Director: Tom Phillips
Strategic Planners: Clare Robinson & Fei Wang
Director: Kevin Lim & Aaron Mclisky
Senior Producer: Briony Luschwitz
Executive Producer: Clive Burcham
Editors: Karin Zigner and Kent Hau
Account Director: Sam Warfield
Social Media Manager: Matt Chisholm

Zing Agency:
Creative Director: Preya McMahon
Strategic Planner: Jocelyne Simpson
Media Director: Hannah Furness

Zenith Optimedia Agency Credits:
Strategic Business Director: Jason Smith
Account Director: Sheenagh Stewart
Digital Account Director: Kaleena Morey
Account Manager: Debbie Ferris


  1. Anonymous
    13 Jun 12
    12:38 pm

  2. Pooing makes me smile. This doesn’t.

  3. Anonymous
    13 Jun 12
    1:21 pm

  4. ???

    There’s nothing on Facebook except that video and some pack shots. Why would anyone share that?

  5. Social media guru
    13 Jun 12
    1:25 pm

  6. 18% is below average for a Facebook page running media…

  7. Cptn Obvs
    13 Jun 12
    1:45 pm

  8. Hey Anonymous (1:21pm) – If you look at posts by others on the Allen’s page, you will notice a ton of fans posting pictures of themselves, their kids, friends etc – smiling. The video is a call to action for people to share smiles. No I don’t work for a company affiliated with the campaign.

  9. Grasshopper
    13 Jun 12
    1:46 pm


  11. Uh huh
    13 Jun 12
    1:50 pm

  12. That’s a very unenthusiastic thumb up from the girl in the video. Must be smiling on the inside.

  13. Anonymous
    13 Jun 12
    1:53 pm

  14. TCOooooh no!
    Yep, confirmed. Facebook page with pictures of smiling people. Probably the same on any FB page you’d go to I’d expect?

  15. Anonymous
    13 Jun 12
    2:06 pm

  16. Where are the toothless smiles? From all of the people who have been scoffing down Allen’s for years.

  17. Karl
    13 Jun 12
    2:18 pm

  18. I did see the pig having a drink at the Woolpack Hotel not so long ago.Apparently its name is Bacon…!!??

  19. 1.21
    13 Jun 12
    2:48 pm

  20. Hey Capt, I understand what the video is trying to do, what I’m questioning is that really the best they could come up with? Just literally ask people to smile?

    Seems like such a wasted opportunity to do something lovely. Instead what we have is an incredibly dry “call to action”.

    But each to their own I suppose.

  21. Anonymous
    13 Jun 12
    4:12 pm

  22. Captain oblivious, don’t all Facebook pages have pictures of people smiling? Winning!

  23. EL
    13 Jun 12
    6:18 pm

  24. Had the ad, love the idea behind the campaign but think it could have been better executed with much better creative. Are the people the vid real people or actors??

  25. EL
    13 Jun 12
    6:19 pm

  26. I meant to say, “hate the ad…”

  27. J
    13 Jun 12
    8:01 pm

  28. I think it’s about 1 minute too long. Sometimes less is more.

  29. No
    14 Jun 12
    1:10 am

  30. Im really sorry but this campaign makes me upset. This is LOLLIES. It’s FUN, its enjoyment it’s imagination. The video is so stilted, not fun, not funny, not capturing the wonder of what its like to live in a world with lollies. Please completely re-think what you are doing.

  31. MD
    14 Jun 12
    8:51 am

  32. Allens… Share your smile maker.

  33. Wild Oscar
    14 Jun 12
    10:12 am

  34. Love the idea, Monkey Boys. I just hope that innocents won’t stumble on smile maker vibrators when searching for sweeties.

  35. Whaa...
    14 Jun 12
    9:32 pm

  36. Smile Makers the vibrator collection launched globally a couple weeks ago.
    It was a featured here…