The new creative represents a fresh direction for the brand and will be prominently displayed on large format screens on the Underground and National Rail. Furthermore, the campaign will receive additional exposure through digital radio.
Caroline Grimshaw, brand manager at Smint, explains, “Aligned with our brand’s new positioning, this above the line (ATL) activity aims to address people’s emotional needs. Smint goes beyond its function of freshening breath and offers a mindful moment of mental refreshment. ‘And breathe’ acknowledges the daily challenges faced by young adults and professionals, positioning Smint as a tool to help individuals pause and prepare for whatever comes next in their day.”
Continuing, Grimshaw emphasizes, “Although our brand has experienced impressive growth, it is equally important for us to enhance consideration and awareness. By making this investment, our goal is to reinforce that Smint is more than just a delicious mint. We aim to connect with individuals on an emotional level, providing both physical and emotional relief.”