The three executions, each depicting a penguin using a power-tool to pierce the mint's outer coating, uses the strap line 'Unleash the Extra Cool Centre'.
The campaign will run on six-sheets, Tube card panels and limelights, and will be supported by a national sampling initiative with Associated Newspaper's Metro freesheet.
Louisa Fielding, account director at VCCP, said: "The campaign is targeting commuters on the go and is therefore based around train and Tube stations."
"The executions highlight the uniqueness of the new product in a way that's both engaging and also gives consumers a call to action."
The campaign goes live on July 17.
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