And suddenly… It’s time to reset and refresh with Smint

Smint is now live with its biggest campaign to date, rolling out a full funnel push designed to dominate the commuter journey and drive growth for both the brand and wider refreshment category.

Built around those small but universally awkward moments — accidentally signing off an email with “love you”, liking someone’s old photo, or saying “you too” to a waiter — the campaign positions Smint as the quick reset people reach for in everyday life.

The campaign spans:
• 700+ outdoor sites and 4,000+ rail placements
• Full station takeovers across five major London Underground hubs
• 130,000 tins sampled to drive real-world trial
• Peak-time radio across Capital and Heart, supported by social activity

The launch comes off the back of strong momentum for the brand, with +31% growth in the last four weeks and household penetration up 8% YOY.

We’re proud to have created this alongside the Smint team and our partners at WPP, Global, KBH and N2O.

This is what it looks like when ambition meets scale.

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