Wrigley continued its appeal to adolescent curiosity with the 2006 print advertising campaign for Altoids, the curiously strong mint. “First Time” and “Oh the shame” connects Altoids with sexual curiosity. “Hairy Chest” connects Altoids with the growing effects of testosterone on adolescent boys. The campaign as a whole positions Altoids as the confectionery appreciated by adults.
The Altoids print advertising campaign was developed at Leo Burnett USA, Chicago, by chief creative officer John Condon, creative directors Noel Haan and G. Andrew Meyer, art directors Jeremy Smallwood and Julie Scelzo Fitzpatrick, copywriters Pam Mufson and Desmond LaVelle, and account executive Ryan Farrell. Photographer was Tony D’Orio. Retouching was done at Giannini Creative Imaging. This team has rolled out the Altoids print campaign.
The team, who have worked together on Altoids campaigns for several years, won a bronze at the 2007 International Andy Awards with Hairy Chest.