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



Sign up to our free daily update to get the latest in media and marketing