Sugar-free mint brand Smint has announced it is to scale up its Refresh and Reset platform with what it’s called its ‘most ambitious campaign to date.”
The launch comes as Perfetti Van Melle cements its position as the leading manufacturer in sugar-free mints, with Smint and Mentos driving growth.
Supported by a £1m investment, the 360° OOH campaign is “designed to accelerate awareness, trial and deliver long-term growth for retailer refreshment sales,” it said.
Running from 23 March until 5 April, the new creative will target commuters on their daily journey to work, with unmissable media placements across London and the South.
The activity marks the largest investment to date from Perfetti Van Melle for Smint and looks to supercharge the brand’s continued momentum after recently surpassing £22m in retail sales.
The multi-channel campaign will run across more than 700 outdoor advertising locations and over 4,000 rail placements, targeting high-footfall environments with full station takeovers at four of London’s busiest Underground hubs - Westminster, Tottenham Court Road, Victoria and South Kensington.
In-store, newly updated POS material will focus on increasing visibility in high-impact locations, promote shopper engagement, and encourage impulse purchase at the fixture.
Alongside the OOH activation, Smint will distribute 130,000 tins of Smint Peppermint to commuters across London stations.
Activity will be further amplified through radio advertising during peak commute hours on stations including Capital and Heart, reaching 3.5m commuters and generating over 17m impressions, alongside social media content that mirrors the OOH creative.
Caroline Grimshaw, Smint brand manager, 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 mints sales.”
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