Wm. Wrigley Jr. Company: Altoids Gone Sour campaign

Mark Lane

This paper describes how within the first four weeks of the product launch, the "Altoids Gone Sour" push resulted in more than 500,000 visits to the brand's interactive website.

Wm. Wrigley Jr. Company: Altoids Gone Sour campaign

Mark Lane

OVERVIEW

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...

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