Minty needed a national CTV campaign to introduce a new mascot, a new positioning, and a new way to shop, with four :15 spots ready for Swim Week in Miami on May 28. Every spot had to feel like its own world while staying recognizably Minty across fashion, beauty, pet, and streetwear.
Our Strategy
UNLEASH SAVINGS. ONE WORLD. FOUR ADVENTURES.
Building a mascot universe with cinematic precision.
Ritual Ads turned Minty Dog into a hero character audiences want to watch and share. Every spot opens in the shopper’s real world, breaks the plane of the phone screen, and launches into a fully animated fantasy where Minty hunts down the perfect product at a price the website alone can’t offer. Live action grounds the emotion. Animation delivers the magic. A unified Minty visual system makes all four spots feel like chapters of one story.
One Fantasy Engine, Four Worlds. We built a single animated production system in the style of the Minty logo, then re-skinned it for each category. Fashion becomes a runway. Beauty becomes a glow ritual. Pet becomes a park. Streetwear becomes a city block. Same engine. Same rig. Same Minty. Faster production, tighter brand cohesion, lower cost per spot.
Real Shoppers. Real Phones. Real Reactions. Each spot is anchored by a live-action shopper whose phone becomes the portal. Minty leaps from the shoulder into the screen, returns with the find, and brings the savings back into the real world.
Built for the Feed and the Big Screen. Every spot was mastered for CTV and cut down for vertical social, with the Minty color palette, sonic signature, QR code, and URL carried across every frame.
RITUALIZED RESULTS
Four spots. One fantasy engine. A new mascot brought to life across fashion, beauty, pet, and streetwear in time for Swim Week Miami. Built for awareness. Built for traffic. Built to scale across every Minty Pack to come.
0:00
Final Impact
FOUR WORLDS. ONE MINTY UNIVERSE.
Minty launched four cinematic CTV spots introducing a new mascot, a new shopping experience, and a bold new brand identity across fashion, beauty, pet, and streetwear. Every world felt unique while staying unmistakably Minty.
