# Candy-Inspired School-Centric Campaigns Smarties® Debuts the Playful Smarties® U Campaign By Kalin Ned | Published 2024-09-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/smarties-u References: [smarties](https://www.smarties.com/smartiesu/)  Smarties® has introduced a new campaign called Smarties® U and through it, the company hopes to engage with students and their families as they head [back to school](https://www.trendhunter.com/trends/backtoschool-snack1). The initiative runs from September 10 to October 25, 2024. It parents and guardians are to submit a photo of their child’s report card or progress report from the current school year for a chance to win a year’s supply of [Smarties candy](https://www.trendhunter.com/trends/mms-its-more-fun-together). The goal is to reward students for their [academic achievements](https://www.trendhunter.com/trends/backtoschool-survey) while offering a fun, motivational incentive for both kids and their families. To participate in Smarties® U, parents need to visit the Smarties website, upload the required report card or progress report, and share a brief statement about why their child is a 'sweet smartie.' Image Credit: Smarties® ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 43% | Activity: 50% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Gamified Education Campaigns:** Using game-like elements to incentivize academic achievements for children is an emerging trend that blends fun with education. - **Family-engagement Marketing:** Marketing campaigns aimed at involving both students and their families are gaining traction for their ability to create emotional bonds with the brand. - **Report-card-based Competitions:** Competitions tied to children's school report cards serve as a unique method to promote academic excellence and brand loyalty simultaneously. ### Who This Affects Most - **Education Technology:** EdTech companies can capitalize on gamified and reward-based learning systems that motivate students. - **Confectionery:** Candy manufacturers are exploring innovative ways to leverage educational achievements to market their products. - **Family-centric Marketing:** Brands are increasingly designing campaigns that create shared experiences for families, strengthening customer loyalty. ## Related on Trend Hunter - [Major Fan-Centric Candy Campaigns](https://www.trendhunter.com/trends/skittles-obsessed.md) - [Candy Brand-Inspired Nutrition Lines](https://www.trendhunter.com/trends/candy-brandinspired-nutrition.md) - [Back-To-School Promotional Winter Campaigns](https://www.trendhunter.com/trends/backtoschool-promotion1.md) - [Dessert-Inspired Back-To-School Sweepstakes](https://www.trendhunter.com/trends/baked-by-melissa1.md) - [Playful Back-to-School Sweepstakes](https://www.trendhunter.com/trends/sunkist-merch.md) - [Supportive Back-to-School Campaigns](https://www.trendhunter.com/trends/2024-backtoschool-campaign.md) - [Mixed Fruit-Flavored Soft Candies](https://www.trendhunter.com/trends/mixed-fruit-soft-candy.md) - [Pillowy Sour Candy Products](https://www.trendhunter.com/trends/smarties-squashies-sours-cherry-apple.md) - [Candy-Coated White Chocolates](https://www.trendhunter.com/trends/white-chocolate-smarties.md)