A Favorite Brand
Nowadays people, including me, live in the consumerist society. Therefore there are a large number of brands that may be regarded as my favorite brands. One of them is Altoids. This brand of breath mints has a very strong image that encourages consumers to eat Altoids in order to become confident and creative. Undoubtedly, there are many competitors that offer similar products, but Altoids was the most successful in creating a well-recognized image. This is one of the reasons why I admire Altoids’ marketing despite the fact that the product is very simple and there may be much cheaper substitutes.
The brand was not very popular until the 1990s, even though its history is more than 200 years long. However, thanks to creative advertising and unique packaging Altoids’ breath mints became well-liked and now they are successfully selling around the country. Altitudes slogan contains the phrase “The Original Celebrated Curiously Strong mint” and this message is almost always conveyed in advertisements which from time to time look really funny and attract people’s attention. Additionally, Altoids is sold in tins which may be used for different purposes after all mints have been eaten. On the internet one may see that some people collect Altoids’ tins. Loyal customers are of great importance for Altoids. This is why Wrigley, which owns Altoids, sometimes has to update thin design.
If I were a brand manager, I would continue to follow Altoids’ branding strategy, but marketing would not rely only on funny advertisements, because some people find them offensive. Additionally, I would promote Altoids online, because it seems that Altoids has become an old-fashioned brand even though tins have modern design. In fact, I would not sell Altoids only in tins, because they are too uncomfortable. In terms of branding, I think that Altoids’ slogan should not be changed and the words “curious” and “strong” should be used in advertising in order to attract new customers. Finally, more effort should be put into targeting young consumers. Altoids’ image should change if the consumer opinion requires that.
