Wm. Wrigley Jr. Company: Altoids Gone Sour campaign
Mark LaneOVERVIEW
NOTE: Since the writing of this essay, William Wrigley Jr. Co. bought the Altoids brand from Kraft. The essay continues to refer to Kraft, as they were the initiators of the campaign when it was first launched.
Altoids peppermints were not advertised in the United States until 1993, when Kraft Foods bought the product's manufacturer and launched a campaign meant to build on Altoids' popularity among upscale, hip Seattle residents. The ad agency Leo Burnett USA's Chicago office helmed the niche-marketing, print, and outdoor campaign, which targeted in-crowd urbanites...