The move comes alongside a packaging refresh, new product development and a new listing in the Waitrose dental category. Launching as part of a wider campaign to bring style and substance to people’s dental routines, Peppersmith aims to inspire a healthy teeth revolution with its dental mints and gum.
Known for their naturally derived, sugar and aspartame free mints and gum, Peppersmith are looking to raise awareness of their products as part of the dental health routine, in addition to being a breath freshener. Accredited by the Oral Health Foundation, Peppersmith mints and gums are made with 100 per cent xylitol.
Peppersmith’s mission is to inspire a healthy teeth revolution by highlighting that brushing isn’t enough to take care of teeth. The whole range has been refreshed with new packaging and a new product: strawberry pastilles. A pastille with natural strawberry flavouring, it is the first fruit flavoured line extension from the mint and gum brand. Strawberry is currently available from peppersmith.co.uk and from health and wholefood retailers.
Peppersmith’s repositioning as a dental health brand is supported by a listing in the Waitrose dental category, where two 50g gum pouches will be available in peppermint and spearmint variants. The rest of the range of 15g packs of mints, gum and pastilles are available from a variety of retailers.
Sophie Maunder, dental buyer at Waitrose, commented: "Interdental is a fast growing area with shoppers looking to expand on their healthy daily regimes. And with Peppersmith already a popular brand in the confectionery aisle at Waitrose, we are excited to launch their two new lines of dental gum. We will continue to work with suppliers such as Peppersmith who can offer an efficacious dental product which offers a point of difference."
The campaign will include publication of an independent lifestyle journal and a digital campaign. Featuring Emily Blunt, The Collyer Twins, Jody Shield and Serena Guen, the first issue Pepper champions aspirational women across different sectors. With features on health, fitness, design, fashion and travel, the journal explores how dental health is something that should be considered beyond just brushing teeth. The journal will be available via selected partners including Boom Cycle, Core Collective, Frame, Lomax and from peppersmith.co.uk
The campaign will also run on digital channels with Peppersmith partnering with social media influencers such as Chessie King and Healthy Chef Steph, who will show how the mints and gum fit into their healthy lifestyles.
Peppersmith has already built a successful line of products that are available nationwide, as well as a brand well recognised for its tone and personality. This campaign will make its mints and gum known as part of a healthy routine, helping those who lead busy lifestyles to keep their teeth healthy throughout the day.