Smint looks to freshen up the day in new marketing
SUGAR-FREE mints brand Smint has unveiled its latest marketing campaign in a bid to cement its leading position in the category.
Live from 23 March to 5 April, the creative will target commuters on their daily journey to the office with media placements across key locations.
Dubbed the ‘Refresh and Reset’ platform, the new marketing will place the Smint brand alongside some tongue-in-cheek slogans that encourages shoppers to take a moment to refresh during panicked realisations such as being on the wrong platform for the train or forgetting to take the bins out.
Parent firm Perfetti Van Melle (PVM) said the new campaign will look to cement the Smint brand’s position in the market as, according to Circana data, one of the fastest-growing brands in refreshment across value, volume and units.
Supported by a £1million investment into the brand, the out-of-home campaign is designed to accelerate awareness, trial and deliver long-term sales growth for retailers sales.
The multi-channel campaign will run across more than 700 outdoor advertising locations and over 4,000 rail placements, targeting high-footfall areas.
In-store, newly updated POS will be available to help focus on increasing visibility for the brand in high-impact locations and help to promote shopper engagement whilst encouraging impulse purchases at the fixture.
Caroline Grimshaw, brand manager for Smint at PVM, said: “2026 is the year of refreshment for Smint. This is our biggest ever investment in the brand and demonstrates our confidence in the category and our retail partners.
“By reaching commuters at key moments of the day and reinforcing that message in-store, we’re tapping into those all-important impulse purchase opportunities that will help retailers drive their mints sales.”
