Smarties launches Facebook profile – but will it take off?

Another day, another brand setting up a fan profile on Facebook. But a profile page on Facebook does not a social media campaign make.
At the time of writing, 67 users have signed up to the new Smarties profile, which focuses on the reintroduction of blue smarties. It’s all to do with Spirulina apparently (isn’t that naturally green?)
Will events, photos and video content be enough to create a groundswell? The fact that we’re blogging about it doesn’t count – in the context of this blog we’re professional digital media navel gazers.