NESTLÉ Smarties becomes the first global confectionery brand to move to paper packaging, removing approximately 250 million plastic packs sold worldwide every year. The innovative new designs include sharing bags and multipacks made from coated paper, paper labels or carton board, all produced from sustainably sourced and recyclable material.
To celebrate the new changes the brand has collaborated with contemporary recycling artist, Mbongeni Buthelezi to design a digital guide for families and caregivers to use in creating fun origami pieces using the brand’s recyclable paper, a great activity for children. The NESTLÉ SMARTIES and Mbongeni Buthelezi collaboration is intended to drive the brand’s #SmartiesCreateWithPurpose narrative which is set to inspire conscious creativity by using recyclable goods.
“Essentially, the purpose of the collaboration is for Buthelezi, through his craft, to inspire and stimulate creativity among South Africans, through his use of the NESTLÉ SMARTIES new 100% recyclable packaging. We hope that caregivers and their children will find it fun and an engaging way to educate children on planet sustainability issues through the creative expressions in repurposing the paper packaging,” says Alex Villela, Business Executive Officer, Confectionery at Nestlé South Africa
“NESTLÉ Smarties move to 100% recyclable paper is a great advertisement of our dedication to transform our packaging to be more environmentally friendly. It encapsulates all that the RE initiative represents – rethinking our entire value chain, reducing our impact on the environment and providing tangible proof points of our sustainability efforts through our loved brands” says, Saint-Francis Tohlang, Corporate Communications and Public Affairs Director at Nestlé East and Southern Africa Region (ESAR).
Buthelezi is well known as a firm advocate of using his creativity and imagination in a purposeful manner that seeks to preserve our environment. His work communicates hope. Buthelezi uses his artwork to actively promote change in an artistic way, well-known as activism art in which he uses recyclable material to create with. He is convinced that by telling his story and depicting his history through his artwork, he can change the path of the younger artists who will follow him and with this NESTLÉ SMARTIES collaboration, we believe both brands can lead the next generation to create with purpose.
For all updates join the conversation by using the hashtag #SmartiesCreateWithPurpose to engage with the brand. log onto www.nestle-esar.com and follow the updates on @nestleesar on Twitter