Smint is encouraging Brits to ‘take a moment and breathe’ with a refreshing out-of-home campaign launching nationwide this week across a range of high-impact sites.
Marking the Perfetti van Melle-owned brand’s first major out-of-home campaign since 2021, a significant quarter-million-pound investment has been made to bolster the creative’s reach.
Running across large format displays on the London Underground and National Rail from 4 to 24 September, the campaign’s ‘bold blue creative’ signals a new brand direction for Smint as it looks to address customer’s ’emotional needs’ and not just their physical ones.
“We have seen Smint grow massively over the past year; it’s a brand that is now worth £11.9m, with a value growth of 63% over the last 4 weeks,” Smint brand manager Caroline Grimshaw said.
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“We are looking forward to building on our success with our mindful OOH campaign, reminding people to simply take time out of their busy days, breathe and take a Moment with Smint.”
She continued: “Whilst our brand growth has been impressive, it’s equally important for us to continue enhancing our consideration and awareness. Our aim with this investment is to reinforce that Smint is more than just a great tasting mint, and to tap into the emotional needs of individuals, offering both physical and emotional relief.”
With a focus on providing ‘mental refreshment’, the out-of-home assets will be supported by a series of digital radio executions from 4 September to 15 October in a bid to amplify the campaign’s impact.
