Creativity

Altoids: Busting Into Gum

The Altoids gum campaign is in full "curious" mode, replete with completely misleading guerrilla flyers with a phone number that treats you to a charming, if irrelevant, recorded message. But it's the photography of Altoids mainstay Tony D'

Published on May 20, 2004

Editor's Pick

The Altoids gum campaign is in full "curious" mode, replete with completely misleading guerrilla flyers with a phone number that treats you to a charming, if irrelevant, recorded message. But it's the photography of Altoids mainstay Tony D'Orio that really gets our jaws working, of course. As for the transition from mints to gum, thankfully there really isn't any. "From a product perspective, it's a natural, intuitive thing for Altoids to move into gum," says Leo Burnett's G. Andrew Meyer. "We're using our usual 'Curiously Strong' DNA, but fiddling with it a bit to induce mutations. The fact is, we're outspent in the category by roughly 37.5 gazillion dollars, which is actually liberating. We can avoid the too-polished aura of a mass marketer, and we can do things our bigger competitors won't allow themselves to do."

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About

Credits

Date
May 20, 2004
Client:
Altoids
Creative Director:
Noel Haan
Creative Director:
G. Andrew Meyer
Art Director:
Mikal Pittman
Art Director:
Trevor Shorey
Copywriter:
Mike Williams
Copywriter:
Pam Mufson
Art Buyer:
Michael Bilbrey
Photographer:
Tony D'Orio
Agency:
Leo Burnett Chicago

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