Union, NJ — During the past year, Smarties Candy Co. has focused on revamping its brand aesthetic and promoting visual arts, and the candymaker is taking this aim one step further by partnering with DonorsChoose.org to match donations up to $25,000 for art supplies for classrooms in need.
In addition to the nationwide donation program, Smarties is also launching the #smartART campaign, which highlights artists and designers using the pressed dextrose candy as a medium. As part of the initiative, the company has commissioned various influencers and artists such as Alexis Jesup, founder of Colors Collective, to kick off the campaign with the creation of novel and “Instagrammable” candy art for consumers to share and recreate.
“We love seeing people use the Smarties candy palette to make new creations,” says company Co-president Jessica Dee Sawyer. “I hope our candy inspires the artist in everyone whether they are eating the tablets by color or building candy skyscrapers.”