As Scotland gears up for Hogmanay celebrations, Smint is driving sales with a new TV sponsorship.

The brand is aiming to reach 3.6 million people by partnering with STV, which holds the Channel 3 licences for central and north Scotland.

The agreement includes a series of ads between December 29 and January 4 around the channel’s entertainment shows, dramas and festive specials. The activity also includes PR activity and radio advertising.

Shankar Iyer, product manager at Smint, said: “Scotland is a very significant region for Smint, and this campaign highlights just how willing we are to invest and grow our reputation.”

The activity follows the brand’s launch of its £1 price-marked packs in October.