Over a six week period in late 2012, Vomar Voordeelmarkt gave away keychains in the shape of different emoticons: Smoodies. These figures are of course recognizable from text messages, WhatsApp, and other social media.


Kids, teens, and moms were particularly active in collecting. The keychain collection could be made complete with the Smoodies collecting bag. The VMM team also included a tattoo in every bag for extra collecting value.

This promotion was advertised in the Vomar Voordeelmarkt door-to-door flyers, via the internet, and beautiful POS materials. VMM also created buttons for the supermarket employees, enabling them to act as a “walking advert” themselves.

The Smoodie designs are created by the VMM Concepts studio. The Smoodies were given away for every €15 spent at stores.

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