Leading sugar free mint brand Smint has announced its new ‘And breathe’ OOH campaign, representing an investment of £250,000.
This is the first major OOH campaign for Smint since 2021, and the bold blue creative represents a new direction for the brand, featuring on large format displays on the Underground and National Rail between the 4-24 September.
The campaign will be further amplified by a stint on digital radio between 4 September – 15 October.
Aligned with the brand’s new positioning, this ATL activity seeks to address people’s emotional needs; instead of Smint being solely functional to freshen breath, it provides a mindful moment of mental refreshment too. ‘And breathe’ acknowledges the challenges faced by young adults and professionals in everyday life, and champions Smint as a tool to help people pause and prepare for whatever may come next in their day.
“We have seen Smint grow massively over the past year; it’s a brand that is now worth £11.9 million, with a value growth of 63 per cent over the last 4 weeks. 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,” Caroline Grimshaw, brand manager at Smint, said.
“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.”