Wm. Wrigley Jr. Company: Altoids campaign

Altoids, a “curiously strong” British brand of breath mints developed a cult following among sophisticated American consumers in the mid 1990s.

Wm. Wrigley Jr. Company: Altoids campaign

Rebecca Stanfel

OVERVIEW

A British brand of breath mints dating from the eighteenth century and described as "curiously strong," Altoids was purchased in 1993 by Kraft Foods, Inc. Having discovered that Altoids had a cult following among young Seattle sophisticates in the mid-1990s, Kraft tapped the advertising agency Leo Burnett for a 1995 outdoor and print campaign meant to build brand awareness beyond the Pacific Northwest.

The initially modest campaign targeted hip young adults in select American cities, and it gained momentum thanks to a mix of unconventional outdoor placements, ironic humor, and...

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