The Challenge

We needed to unlock new brand growth in a stagnant mint market through a complete brand overhaul of this iconic mint brand.

Our market research, social listening and consumer surveys showed us how the category is driven by extroverts with fresh breath confidence. Creatively, there is a lot of masculine focused, loud shouty messaging with clinical semiotics too. We wanted (and needed) to do things differently.

The Insight

Mints are about having a moment to yourself.

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’, with a softer and calmer tone of voice.

This isn’t about having fresh breath to go out and dance on the stage of life, but rather your inner confidence. With busy and hectic lives, the mint moment is the opportunity to take a second out and breath.

Our Solution

If Red Bull gives you wings, then Smint keeps your feet on the ground. You don’t have to be at a major crossroads, or facing a big challenge, it’s just a chance to bring you back to you. Sometimes, you just need that blast of freshness to pick you up from where you left off, or to get you going in the first place. 

It’s this positioning that has allowed the brand to reach our new audience and be relevant in more moments in people’s lives - which in turn gives the brand greater creative freedom with real life moments.

Smint being the downtime moment before the moment, leads perfectly to a softer and calmer tone of voice, brand semiotics and our new distinctive ‘aaand breathe’ campaign.

Lead Strategic & Creative Agency (all in house)

Brand Strategy

Brand Workshops

Brand Positioning

Outdoor Campaign

Full-service Social

TV & AV

Videography

Product Photography

Creative ideation

Brand Identity & ToV

Media Planning

Trade Shows

Sampling

Shopper Marketing