Altoids

Altoids, a little mint with a commanding presence. The concept is so simple it seems obvious: our mint is so “curiously strong,” it will overpower your mouth. But stylized creative, cheeky one-liners, and that trademark tin have earned Altoids a permanent place in popular culture.

The first Altoids executions in this longstanding campaign were great examples of quintessential outdoor advertising, using a pale green background to contrast the bold, impactful messages. But the continued success of the campaign has been its ability to expand creatively in a myriad of directions while maintaining a single theme: the never-ending battle between mint and mouth.