Smint is launching a new TV sponsorship deal in the run up to Hogmanay - a Scottish night of celebration.

Partnering with STV, which holds the Channel 3 licences for central and north Scotland, Smint will launch a series of sponsorship credits between December 29 and January 4, effectively taking over the channel’s biggest event and entertainments shows.

Estimated to reach 3.6 million people, it will also be supported by a regional PR and radio campaign to reach an even greater proportion of Scots during the countdown to 2016.

Smint launched its new £1 PMP SKU in October this year with the objective of increasing distribution amongst independent retailers, and across the entire UK.

Smint product manager Shankar Iyer said: “Scotland is a very significant region for Smint, and this campaign highlights just how willing we are to invest, and grow our reputation.

“Hogmanay is without a doubt one of the most exciting nights of the Scottish calendar that young people look forward to celebrating. The advertising and PR campaign will further position Smint as a must-have for any social gathering.”

STV head of sponsorship Debbie Robinson said: “We are delighted to be partnering with Smint this Hogmanay. Hogmanay is a huge night of celebration and Smint Scottish themed creative will really resonate with viewers across Scotland”.