Velamints Takes Smooth Route

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Amurol Confections seizes on “smoothness” as a point of difference for Velamints in a campaign from Northlich that repositions the brand.

The campaign is the first major relaunch for Velamints in a decade and includes two TV spots and two print executions set to break late this spring. The campaign is tagged, “Velamints, the smooth mint,” said Don Perkins, executive creative director at the Cincinnati shop.

Media plans for the effort were still being finalized.

Amurol, a unit of the Wm.





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