Smint highlights in-home consumption with new campaign

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Continuing its mission to revive the refreshment category, Smint is back on screens this January with its “Fresh Moments” campaign.

Worth £5.8m, Smint is a big player in refreshment but sales across the category fell over the course of last year due to a major change in traditional purchase patterns as Covid-19 saw commuting, social and leisure occasions grind to a halt.

With the latest version of its playful “Fresh Moments” creative, the brand highlights a number of “fresh” occasions, whether on-the-go or working from home.

The £500,000 campaign includes a mixture of disruptive VOD (video on demand) social and digital content that will target a predicted 27.5 million consumers through the month.

“Refreshment has had a tough time recently – even before Covid-19, the category was starting to show signs of decline,” said Sarah Elmer, Brand Manager, Smint.

“We’re looking to really kick start sales in 2021 by reminding consumers that refreshment isn’t just for fresh breath after coffee – it’s a moment for themselves, whether they’re hydrating after meetings or freshening up behind their masks.”