Sweet but also strange. My reaction to resurrection of classic Altoids campaign.
May 7, 2013
I wrote the above copy for Altoids in 1997. A year or so before, Mark Faulkner (art director) and I created the “Curiously Strong Mints” campaign for Altoids. The two of us would run this creatively driven account for about 7 years, producing myriad posters, print, ambient and digital pieces.
The campaign exploded into popular culture. Sales boomed. Within a couple years, Altoids became the number one selling mint in North America. Later, in a parlay with Life Savers candy, Kraft sold the brand to Wrigley for over 1.5 billion dollars. Pretty sweet, especially for a confection that wallowed in obscurity for over a century.
Those ads were game changers: for the client, for the agency, and thankfully for yours truly. Mark and I (plus a growing and talented team) would go on to win tons of creative awards for our work, including, in 1997, the $100,000 Grand Kelly Award for best print campaign in North America. Which, fortuitously, brings us back to the above execution: “Makes Other Mints Feel Inadequate.”
Imagine my surprise discovering it in the latest issue of People magazine! Holy crap. After all these years and all that history, they’re rerunning our ad. The headline. The typography. The color scheme. Save for a different (and in my opinion) crappier looking tin, it’s the same exact ad.
Big deal? Well, sort of. For whatever reasons, rerunning old advertising is unprecedented. Creative has a super short lifespan. Like cicadas, campaigns appear, create buzz, and then die. Precious few last longer than their first flight. Once gone, even the most successful ad campaigns stay that way. Yes, taglines or other assets get resurrected all the time. But never the ad itself.
Until this one.
What can I say? Of course I’m flattered. But seeing my ad after all these years is also discombobulating. Like running into your ex and her new beau. Altoids was and is so personal to me. I still remember pitching the above headline to my client. In fact, I recall telling them Altoids’ smart and cynical audience would appreciate a quirky word like “inadequate.” The subtle innuendo was highly intended. (As the brand grew, its widening audience would appreciate much sillier copy. But my favorite pieces always remained true to that “smart and cynical” core.)
So, having perhaps lost its way, is Altoids’ advertising returning to its base? Literally. Look, I don’t blame agency and client for rerunning our copy. There’s a whole new generation of “smart and cynical” out there. It’ll be new to them.
Special note: I discovered a website devoted entirely to Altoids advertising. In it, you’ll find “Inadequate” along with all the others, far as I can tell, pretty much in the order we produced them. I have no idea who hosts this site or why. Pretty cool, though.