The latest version of Smint’s Fresh Moments creative hits screens this month. The £500,000 plan includes a mixture of disruptive VOD, social and digital content that will target a predicted 27.5million consumers through the month.
Worth £5.8m (IRI 52 w/e 7th Nov 20) Smint is a big player in refreshment but brand owner Perfetti Van Melle claims that 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 it’s on-the-go or working from home.
Brand manager Sarah Elmer says: “Refreshment has had a tough time recently – even before Covid-19, the category was starting to show signs of decline.
“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.”