University of Miami - Marketing and Advertisement Course taken in Spring 2010.

2. STRENGTHS
 Unique and strong flavor
 High brand recognition
 Extensive product line
 Appeals to an older audience(Boomers)
 Tin differentiates the brand from
competitors
 3rd in the mint market

3. STRENGTHS
Breath Savers
29%
Tic Tac
25%
Altoids
23%
Other
23%
Market Share

4. WEAKNESSES
 Tin and packaging considered old and
not “cool” by Generation Y adults.
 Media used does not reach the target
audience effectively
 Mints lack functionality
 Tins considered bulky, noisy, and bad
for the environment

5. THREATS
 The mint market growth is declining while
the gum and mouthwash markets are
growing
 The main consumers (Boomers) are
slowing realizing the health and dental
effects of mints
 Global economy is down
 Has more calories in mints than Breath
Savers and Tic Tac

6. OPPORTUNITIES
 Generation Y are heavy gum and mint
users (more than 70 million)
 Generation Y less concerned with long-
term dental effects of eating mints
 Altoids tins are used by a niche market to
create everyday accessories and
appliances

7. ADVERTISING OBJECTIVES
 Recreate the brand image so that it
appeals to a younger audience
 Convince the target audience that
Altoids brand is “cool”

8. PRIMARY TARGET AUDIENCE
Generation Y:
 18-24
 Trendy
 Most likely female
 Shopaholics
 Multitaskers

9. SECONDARY TARGET AUDIENCE
Generation Y:
 “Techies”
 Usually male (18-24)
 Usually early adopters
 Use everyday objects in
innovative ways

10. BRAND POSITION
Altoids is the curiously strong mint
contained in a tin box that the target
audience can use as an accessory

11. MESSAGE STRATEGY- CONSUMER INSIGHTS
Primary Target Market (18-24 Females):
 Multitaskers
 While they follow fashion trends, they still try to
stand out in the crowd, especially by being
themselves (ex. YouTube bloggers)
 They also prefer personalized options
 They perceive Altoids as “old fashioned”

12. CONSUMER INSIGHTS
Secondary Target Audience (Techies):
• Are typically early adopters
 Are already using Altoids to invent innovative
accessories for everyday life
 Sharing their ideas with others online

13. Old
New

15. CREATIVE CONCEPT
Showcase everyday uses of the Altoids tin by
presenting it different types of media in
unexpected ways

16. SELLING PREMISE
 Altoids is the curiously strong mint that
encourages the consumer to self –express by
“tinnovating”
 Be Curious. Be Yourself. Tinnovate

22. Stuff
Clarissa: Did you see that new
movie?
Lauren Conrad: Yeah, the guy in it
was so hot.
Action: Hot Boy enters Starbucks.
(Music fades in)
Clarissa: Hey, he kinda looks like
that guy!
Camera does a slow motion.
Music gets louder-”he’s only gonna break
break your heart..”
Clarissa: No! don’t turn around!
Lauren Conrad: Wait, I need a closer look!
Action: Takes out Altoids .
Action: Looks at Hot Boy in the mirror.
Lauren Conrad: ooo he is cuteeee. Wait
why is his head getting bigger?
Clarissa: cause he’s coming here!

23. Be Curious.
Be Yourself.
Tinnovate.
Lauren Conrad: Quick! Have an
Altoid!
Action: Both reach into tin.
Action: Lauren eating mint Action: Hot Boy right behind Lauren
Hot Boy: Is that a mirror? Because I
can see myself in your tin.

27. MEDIA STRATEGY- OBJECTIVES
 Reaching target audience using specific
magazines, television programs, and outdoor
advertisement (on the go)
 Seeing Altoids in unexpected places

28. Product Placement:
• The Big Bang
Theory
Out-of-Home:
• Theater
commercial
• Buses and Bus
stations
• Billboards
Internet:
• Facebook

29. Television: MTV
• Jersey Shore
• The City
• The Hills
Magazines:
• Cosmopolitan
• InStyle
• Wired

30. SCHEDULING
Media Date Frequency Cost
Television 4/27/2010-
7/27/2010
600 $8,400,000
Product Placement 4/26/2010 1 $100,000
Magazine 4/27/2010-
7/27/2010
9 $1,800,000
Out-of-Home 4/27/2010-
7/27/2010
30000 $10,000,000
Internet 4/27/2010-
7/27/2010
200,000 $100,000
Total $11,400,000

31. SALES PROMOTIONS / SPONSORSHIP
 Samples: College Campus. Plinko
Board. Kiosk in the quad/breezeway
 Coupons: College dorms
 Promotional Products: T-
shirts, Pens, and Frisbees

32. CONTEST
 Run a contest to see who can come
up with the best “tinnovation”
 $10,000 Prize that can be used to
pursue any form of education
 3 months long

33. CONTEST
 Advertainment: Sponsor one
episode in CBS’s the Big Bang
Theory
 Episode revolves around
Sheldon trying to create a
brilliant invention to submit for
the Altoids contest
 Will generate a buzz

34. PUBLIC RELATIONS
 Career Fair Events
 Date Auctions
 Emphasis on re-using tin etc.
 Operation Smile- children with clef chin

35. ONLINE MARKETING
 Website links to contest
 Announcement of new product events
etc.
 www.Tinnovations.com
 Website will be the hub for the contest

36. BUDGET
73%
10%
12%
5%
Sales
Media Production Promotion Evaluation
Total: 15,000,000

37. EVALUATION
 Tests to measure performance:
 Wave Analysis: interviews during
campaign
 Motivation Test
 ARS