Continuing its mission to revive the refreshment category, Smint is back on screens this January with its “Fresh Moments” campaign.
Worth £5.8m[1], Smint is a big player in refreshment but 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.
The £500,000 plan includes a mixture of disruptive VOD (video on demand) social and digital content that will target a predicted 27.5million consumers through the month.
Sarah Elmer, Brand Manager, Smint 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.”
[1] IRI 52 w/e 7th Nov 20
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