Making breath-freshening bold, loud and impossible to miss
UK Social & Brand Campaign Agency
Brand Strategy
Full Service Social
Brand Identity
Outdoor
TV / VOD
Trade Marketing
Redefining the role of a mint in a saturated market
Overview:
Smint is in the cluttered mint market, where every brand seems to focus on fresh breath confidence - we needed a new positioning and social strategy to stand out from the crowd.
Our Solution
Through market research, social listening and ongoing consumer surveys, we identified a new opportunity in the mint market. With females being the predominant mint buyer, and life being far more complex than confidence and exuberance, our insight led us towards a wellbeing and mindfulness route, where mints can be used as a ‘the downtime moment before the moment’, leading to a softer and calmer tone of voice.
2025 Media campaign performance:
- 36% of consumers recalled our OOH adverts, exceeding our Media Companies benchmark of 24%. (that’s a whopping 12% over performance!)
- Our strategic rail and ad placements ensured we reached the right audience at just the right time. (Smint over-indexes in London and the South, with 27% of our Smint value sales coming from that region—well above the 6–9% regional average elsewhere).
- Awareness in London rose from 43.5% in February to 57.5% by August 1st, an incredible increase of 14 percentage points in just a few months (a metric that is very hard to shift!).
- As a result, value sales grew by +65% (4 w/e 14 June 2025 vs Previous period !).
The results
Visual Identity
Our new ‘aaand breathe’ positioning is distinctive, and with the brand strategy and guidelines we have created a consistent and standout visual identity and messaging strategy which the brand can use for years to come.
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