Chapter 34. Catch a buzz
Altoids breath mints had been around for 200 years, but suddenly their popularity skyrocketed. How did this happen? The revival began when the mint began to attract a devoted following among smokers and coffee drinkers who hung out in the blossoming Seattle club scene during the 1980s. Until 1993, when Kraft bought manufacturer Callard & Bowers, only those “in the know” sucked the mints. The brand’s marketing manager persuaded Kraft to hire advertising agency Leo Burnett to develop a modest promotional campaign. The agency decided to publicize the candy with subway posters sporting retro imagery and other “low-tech” media to avoid making the product seem mainstream—that would turn off the original audience. As young people ...
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