Drifter Mints & Menthols was introduced to meet growing demand for fresh, cooling flavours. The campaign needed to communicate the range’s crisp mint character across digital, print and outdoor formats.

The challenge was to create a distinctive minty atmosphere while maintaining the colour palette and visual direction established before launch. Pre-launch social posts were also developed to build anticipation for the this range.

The design response paired cool green tones with icy granules, mist effects and bold product imagery. This treatment extended across social assets, posters and web banners, giving the launch a very crisp and distinctive presence.