The Smint brand from Perfetti Van Melle will be appearing across London from mid-November in a new outdoor campaign that highlights the size of its Smint XXL mint product.

The campaign, which will run across high traffic traditional poster sites and digital sites at main transport terminals, will emphasise the large size of Smint in a tin versus the mini mint in the traditional plastic dispenser.

Using the strapline ‘Surprisingly Big’, while the mint itself jumps out of the tin in a ‘Jack in the Box’ style, the campaign will feature on hundreds of poster sites and reach more than three million Londoners.

Shankar Iyer, product manager for the Smint brand, said: “Many consumers know Smint but they don’t necessarily know that in our Smint XXL tin we have a mint which is larger than our traditional offering and which offers an additional sales opportunity for retailers. This outdoor campaign will show Londoners that there is more than one way to be ‘Fresh to Impress’ with Smint.”

During November Smint is also staging ‘The World’s Tiniest Exhibition’ to showcase the best entries from a competition to design exclusive covers for its dispenser as well as an extensive sampling campaign throughout London that will see thousands of specially designed Smint Mint sachets handed out at offices and sandwich shops all over the capital.

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