Blue Smarty is Back Smarties Advert

How does a brand communicate that they have fixed something bad, controversial or unpleasant?

For a long time the Blue Smarty was considered bad. The theory went that this was a color not found in nature, therefore it was not only going to be artificial, but potentially toxic. Mums heard about kids going crazy on the additives and didn’t want their own little bundles of energy going the same way.

The chocolate had to be fixed and now it has returned, artificial nastiness removed. To get the message across, they have played off on the controversial history (you could argue, played down) with self deprecating humor.