Smarties fans love to post social-media updates about the tastes and smells of their favorite candy, says Liz Dee, the brand's digital-media director. The key, Dee says, is to gently acknowledge those updates in a way that shows they're being heard and appreciated. "Proust wrote volumes inspired by a madeleine cookie, and together, consumers write volumes about Smarties candy," Dee says. "Like Proust, our consumers are inspired by memory and sensory experience."
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