Smint, the number one sugar free mint brand in the UK is encouraging the nation to take a moment, regroup and reset, with its new ‘And breathe’ OOH campaign, representing an investment of £250k. This is the first major OOH campaign for Smint since 2021.
The bold blue creative represents a new direction for the brand and will feature on large format displays on the Underground and National Rail between the 4-24th September. The high-footfall, bustling environments will ensure optimal exposure to commuters and passers-by. The campaign will be further amplified by a stint on digital radio between 4th September – 15th October, promoting moments of peace via the airwaves.
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.
Caroline Grimshaw, brand manager at Smint, said: “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% over the last 4 weeks[2]. 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.”
“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.”
