Smint highlights in-home consumption occasions with ‘Fresh Moments’ campaign

Smint is back on screens this January with its ‘Fresh Moments’ campaign.

Worth £5.8 million (IRI), 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 ‘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 27.5 million consumers through the month.

Sarah Elmer, brand manager at Perfetti van Melle, 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.”

Tel: Perfetti van Melle (01753) 442100

Published Date: January 5, 2021

Category: Product of the Month