Nestle hands Grand Union Smarties Bar integrated business

Nestle has appointed the digital communications agency Grand Union to handle the digital business for its Smarties Bar brand.

Project work for the account was previously run through Emap, in association with Smash Hits.

Nestle has charged Grand Union with developing an integrated campaign that will kick off with the launch of a Smarties Bar microsite in early July. This will be supported by an on-pack Smarties Bar promotion and activity in Smash Hits, alongside creative on the magazine's website.

Children can collect tokens from Smarties Bars and Smash Hits magazine, which can be swapped on the site for music, style and fashion-related gifts alongside the chance to win prizes.

A main feature of the site is an online record company, where children can play the role of a music executive. On the site they can view virtual audition tapes, create and style a band and produce and direct music videos.

The bands can be entered into an online chart system, and other visitors can vote for their favourite.

The site and accompanying campaign was written and art directed by Jude Ball, while MindShare co-ordinated the media deal between Emap and Nestle.