In a bid to further highlight its “leftfield, irreverent approach” to the world, Smint has applied to turn the remnants of the Millennium Dome in London into a 70,000m² billboard.

A spokesman from the manufacturer of the fresh-breath mints explained to the Guardian: “The dome has received a lot of press attention on what the hell to do with it. While the government decides, we thought we would take the opportunity to create the largest advert in the world.”

Smint, who applied to Greenwich council last month for the use of the building, believes that spending £1m on the campaign will be good value for money.

But who will see the ad? “About 30m airline passenger a year fly over the dome and would be able to see our ad, depending on which side of the plane they sat,” explained the spokesman. “You could even see it from space.”

For consumers mulling the surrealist credentials of such an advertising coup, it may be noted that Smint’s parent company is the Spanish confectioner Chupa Chups, whose logo was designed by artist Salvador Dali.

To view related research reports, please follow the links below:-

The 2000-2005 World Outlook for Mints

Confectionery: The International Market

The World Market for Confectionery Products