ALTOIDS: IN THE TIN
With Altoids suffering from marketing neglect, we turned to an excellent piece of owned media, that little white piece of paper inside the tin, and decided to have some fun. We wrote Curiously Strong Facts that tell of Altoids storied past, trying to keep them at least 7% true. We also created some "curiosities" that are discovered when the mints are gone that pushed fans to Facebook.
After a strong positive reaction to the tin liners, we took the stories a bit further, creating some truly absurd folktales that play out inside the tin that lived online and on Wrigley’s Times Square jumbotron.