Stay Fresh Behind the Mask
With social distancing firmly in people’s psyche, consumers didn’t see the need to buy mints, and understandably sales were suffering. But as people became determined to try and return to normality, there were new opportunities for Smint to be relevant in - if we could create content that resonated.
So, we strategically flipped the traditional mint brand purpose, to get people to think about the fact that it's THEM that has to smell their own breath behind their mask…
Geo-targeted Facebook ads
With people returning to work and needing to wear masks on public transport, we ran a geo-targeted social campaign for Smint, to remind people to stay fresh behind the mask – having to smell your own breath should be a key motivator after all!
The campaign targeted:
🚇 Underground users in London
🚈Tram users in Manchester
🚌Birmingham bus commuters
Campaign Instagram Filter
Encouraging people to wear masks with a branded competition using a filter built in-house.
Creating New Occasions to be Relevant as a Brand
Using social content to get the brand into people's everyday behaviours.