Our Solution

Through market research, social listening and ongoing consumer surveys, we identified a new opportunity in the mint market. 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’, leading to a softer and calmer tone of voice.

2025 Media campaign performance:

• 36% of consumers recalled our OOH adverts, exceeding our Media Companies benchmark of 24%. (that’s a whopping 12% over performance!)
• Our strategic rail and ad placements ensured we reached the right audience at just the right time. (Smint over-indexes in London and the South, with 27% of our Smint value sales coming from that region—well above the 6–9% regional average elsewhere).
• Awareness in London rose from 43.5% in February to 57.5% by August 1st, an incredible increase of 14 percentage points in just a few months (a metric that is very hard to shift!).
• As a result, value sales grew by +65% (4 w/e 14 June 2025 vs Previous period !).

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