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Smint has always been sold as small but powerful, but although an accurate product description, it needed to stand for something bigger. Because of its handy dispenser and more affluent consumer base, we decided to position it as a mint you took before meetings and social occasions where you wanted to impress people.
Our ‘Fresh to Impress’ campaign re-launched the tiny mint in a big way, as part of London’s biggest ever outdoor confectionary campaign.