Chupa Chups – SMINT ME MODE BY STYLR
Agency name: DraftFCB Spain
Client name: CHUPA CHUPS
Category: Innovative Idea or Concept
Smint was launched in 1997 with strong communication and distribution, positioned as The Instant Freshness Mini Mints. From 1998 to 2003 we built awareness with the execution of the No Smint No Kiss campaigns.
From 2004 to 2008 there was a shift towards a much more functional positioning of the brand: the anti-cavity benefits from the xylitol. This positioning gave great growth. Although it didn't have the same levels of recall or engagement with our consumers, it touched a crucial consumer insight: whenever you need it and wherever you are, Smint gives you the benefits of brushing your teeth a discreet way by protecting teeth with xylitol and giving you fresh breath.
Smint wanted to overtake competitors and become dominant in the category by making narrow the communication with its target market.