Altoids: "Altoidia" Integrated Campaign

	Video removed at copyright holder’s request.
Released:	May 2005
Advertiser:	ALTOIDS
Brand name:	ALTOIDS SOURS
Agency:	LEO BURNETT, Chicago
Country:	USA
Category:	Baking & sweet foods
Tags:	Creative review

Credits:

Agency: LEO BURNETT, Chicago, USA
Executive Producer: David Zander
Paul Martinez Editor Lost Planet

Campaign Description
Beyond creating just a poster, film, or website, we created a metaphorical destination that is our brand. Consumers are beckoned forth to discover and explore the Isle of Altoida, a mythical place that is the sole global source for the Curiously Strong Sour taste that creates Altoids Sours. Our host, the ersatz anthropologist, documentary filmmaker, and two-time World Curling Champion, Sir Gerald Waters has documented this lost island for us, and through his films, personal journal entries, drawings, and diorama re-creations, we get a humorous, provocative, and extremely memorable manifestation of the brand experience.

Launch Execution
Three thirty second documentary film snippets were launched in sequence, playing extensively and exclusively in cinema, and directed viewers to “discover altoidia.com”. Shortly thereafter, www.altoidia.com went live, featuring the complex, richly detailed, and wonderfully bizarre story of Sir Gerald Waters’ discoveries and experiences, as told through his journal, drawings, online games, still photos and diorama recreations. At this point, as we hoped they would, the films were picked up and went “viral” on the internet. Finally, the campaign is sustained through the use of print, which functions as stand-alone advertising, yet also drives consumers back to the web site.

Communication Goals
The campaign is still breaking and developing. But even in its initial phase, results have been impressive. Theater goers are laughing out loud at our films. The films have been picked up and gone “viral” on the internet - just Google “Altoidia” for examples. Which gives us untold numbers of free exposures, hitting super-elusive consumers (and our key target) where they live. And so far, in a remarkably short time, so urs advertising has created the #1 non-chocolate candy SKU in the United States.