What’s in a name? For Smarties Candy Company, it’s a cause.
The vegan candy brand just partnered with educator Blair Imani this month to back her “Smarter In Seconds” video about Black History Month to her hundreds of thousands of followers, whom she refers to as “smarties”. The company reports the 30-second video explaining the origins of Black History Month received more than one million views in less than 24 hours.
The collaboration reflects not only the candy brand’s commitment to an important cause, but also its authenticity. Indeed, the name “Smarties” was selected by its founder to encourage people to pursue education throughout their lives. Sponsoring Imani’s video during Black History Month speaks to this cause and to the brand’s awareness of the myriad of moments occurring in American history recently.
Not only do consumers want to see brands speak up about social issues, they want to see them take action. Syncing up with its brand ideal to be a lifelong learner and also promoting a Black, Muslim, bisexual, her-story enthusiast in a collaboration is more than just candy-coated, it’s downright wholesome.