WELCOME

This Altoids strategy plan was created based off of past data from demographics, psychographics, MRI data, market data, and a general research
and study of the Altoids brand. This advertising plan if followed correctly
would be a pivtol piece to Altoids growth and would allow Altoids to take
over the mint market with a projected increase of 20% in sales.

Altoids is a classic brand, founded in 1780. Originally founded by Smith Kendon to

relieve intestinal discomfort, Altoids switched their marketing message, positioning
Altoids as a breath mint by 1918. Consumers perceive Altoids to be a premium brand.
Today, Altoids is the third most successful brand within the breath mint category.
Altoids has a loyal customer base, however that base has aged, and thus the brands
image needs a shakeup.
Sales within the category are projected to increase 25.4 percent between 2015-2020.
Altoids plans to capitalize on this growth, increasing their advertising spending by 100
percent. This increase is expected to boost sales by 20 percent. Altoids anticipates
earning this advertising investment back through sales within the next two years.
Altoids envisions themselves returning to their glory days, atop the category.
This campaign will position Altoids as a mint brand with a proven track record.
Grandmas may have used Altoids all along, but now its time for youth to embrace
them. The campaign will be based on the tagline not just your grandmas mint. The
campaign will target a younger demographic, stealing market share from key
competitor, Ice Breakers.
The campaign will utilize media targeting this demographic, intentionally going after
Ice Breakers. Radio, Television, and magazines will be used, as well as a heavy usage
of digital media such as mobile and social media. This will help develop a connection
with the target market, building top of mind awareness.
Altoids is a classic brand, with a great product. They developed a strong brand loyalty
among those first to adopt breath mints, and will begin this process among current
youth through this campaign. Altoids will gain market share by increasing sales 20
percent, setting the brand on track to conquer the category. Altoids will gradually gain
market share, reclaiming their spot atop the breath mint category.
Altoids is a classic brand, founded in 1780. Originally founded by Smith Kendon to
relieve intestinal discomfort, Altoids switched their marketing message, positioning
Altoids as a breath mint by 1918. Consumers perceive Altoids to be a premium brand.
Today, Altoids is the third most successful brand within the breath mint category.
Altoids has a loyal customer base, however that base has aged, and thus the brands
image needs a shakeup.

1
Executive Summary

Executive Summary

Continued

Executive Summary

Sales within the category are projected to increase 25.4 percent between 2015-2020.
Altoids plans to capitalize on this growth, increasing their advertising spending by 100
percent. This increase is expected to boost sales by 20 percent. Altoids anticipates
earning this advertising investment back through sales within the next two years.
Altoids envisions themselves returning to their glory days, atop the category.
This campaign will position Altoids as a mint brand with a proven track record.
Grandmas may have used Altoids all along, but now its time for youth to embrace
them. The campaign will be based on the tagline not just your grandmas mint. The
campaign will target a younger demographic, stealing market share from key
competitor, Ice Breakers.
The campaign will utilize media targeting this demographic, intentionally going
after Ice Breakers. Radio, Television, and magazines will be used, as well as a heavy
usage of digital media such as mobile and social media. This will help develop a
connection with the target market, building top of mind awareness.
Altoids is a classic brand, with a great product. They developed a strong brand loyalty
among those first to adopt breath mints, and will begin this process among current
youth through this campaign. Altoids will gain market share by increasing sales 20
percent, setting the brand on track to conquer the category. Altoids will gradually
gain market share, reclaiming their spot atop the breath mint category.

1780

Sold as Mints

1918
1920

New Flavors added

1997
2001

Added breath strips

and gum

Cool honey mints

added

Altoids was invented

Ad Campagin to Position
Altoids as a stomach
reliever

Love Mints added

2003
2007

Introduced mints
without a tin can

2009

Mini mints added

2009

History

In 1780 Smith Kendon founder of Smith & Co. developed the mint treat Altoids for the
purpose to relieve intestinal discomfort. By 1918 Altoids positioned themselves as a
breath remedy and began selling in Europe and America. In the 1920s Altoids started
an advertising campaign that stated Altoids was an antidote to the poisons in the
stomach. This campaign was called the Curiously Strong Mints. Wintergreen Altoids
mints was introduced in 1997. In 2001, Love Altoids, a Valentines Day edition mint,
was introduced and soon became the a popular favorite. In December of 2003 Altoids
introduced breath strips and sugar free gum. Dark chocolate dipped mints were
created in 2007 and were the first mints made by Altoids to not use a tin since the
1920s. In 2009 Cool Honey mints were introduced and a year later, small Altoids
mints were introduced in march. Today Altoids is the third most popular brand within
the breath mint category.

Situation Analysis

History

The Market & Past & Current Advertising

Situation Analysis

The Market
Within the last year, the mint category as a whole reached $658 Million in sales.
Altoids fell to 3rd in spending with $97 Million, $75 Million behind leading competitor,
Tic Tac. This classic brand is at risk of falling even farther behind because of its
infrequent ad spending within the last few years. Altoids greatest competitor is Ice
Breakers, the number two brand, has outspent Altoids the past few years by an
extensive $30-$50 Million. Ice Breakers is currently attempting to make an even
greater move in the category, meaning that Altoids will have to greatly increase its
ad spending to compete in the category.

2015 Share of Market

Listerine
Pocketpacks

9%

Breathe Savers

Tic Tac

10%

35%

Altoids

20%

Tic Tac
Ice Breakers
Altoids
Breathe Savers
Listerine Pocketpacks

Ice Breakers

26%

Past and Current Advertising

Altoids has always created classic advertisements in which the brand presents itself
as the original mint, but with humor and classiness.
Its ranged from a large amount of clever taglines such as, Makes other mints feel
inadequate, as the 1997 campaign said. Or a more recent advertising campaign,
Hall of curiosity, playing off the original brand tag ling Curiously strong mints.
Ads for altoids have always been presented in an original format. The artwork,
typography, videos, or print ads all look like they are from an older time and
generation. Altoids does this to separate themselves from the competition
emphasizing that they have always been there.
Altoids effort in today's advertising world has been a new launch of simple,
educational and witty online commercials. The company's tagline is curiously
strong facts. These facts are tell how influential the Altoids brand has been in the
development and history of the United States. The facts range from the design of
Central Park in Manhattan,to how Dutch settlers nearly bought Manhattan with a tin
of Altoids. The ads were clever but again still communicating the original idea of
Altoids and how its always been available.

The share of market for breath fresheners is mainly distributed between these three
brands, Hershey (39.5%), Ferrero USA Inc. (27%), and Mars Inc. (18.5%). One
reason Mars Inc.s Altoids may be behind Ice Breakers and Tic Tac is because it
spends most of its budget in the gum and mint markets. Gum products have seen
a trend of consumers preferring breath fresheners over gum. Gum sales are in
decline having dropped 16.7% between 2010-2014.
SWOT

STRENGTHS
Classic Brand
Brand Loyality
Strong Taste

WEAKNESS
Old Image
Older Demographic

OPPORTUNITIES

THREATS

Thriving category
Good product
Few competitors spend
large ad dollars

Established brands with

other demographics
Outspent by closest
competitor (Icebreakers)
Over 20 other brands of
breath mints

5
Competition & Swot

Altoids primary competition based on last years sales is Ferrero USA Inc.s Tic Tac,
who had the highest sales of $172 million, and Hersheys Ice Breakers who was
second in sales with $130 million. Altoids was third in US sales with $97 million
Altoids has the most potential to catch up with Tic Tac and Ice Breakers. In 20142015 Ice Breakers and Breath Savers, both products of Hersheys, had the highest
sales increase. Altoids had the third highest sales increase from that year.

Situation Analysis

Competition

Marketing Goals

Marketing Goals
With mint sales projected to increase 25.4% between 2015-2020, Altoids wants
to become a leading brand amongst mint buyers. Altoids plans to boost sales by
20 percent this year. In order to do this Altoids will double their advertising
expenditures. Though the market is loaded with other renowned brands, Altoids
is confident that with the right media mix and attention to the target audience
will be able to make back what was spent within the next two years.

se

ncrea
I
%
0
2

Target Auidence

Demographics
Altoids target audience is working females who have taken some college courses
and are between the ages of 18-34 years of age. These women work with food
preparation and serving, sales, office and administrative support. This target audience
is single and makes between $50,000 - $79,999 per year. These women have kids
between the ages of 12-17 years of age. The target audience is Black and Hispanic
who rent in the pacific mountain region area.
Index Numbers for Demographics
Women (105)
Working Women (117)
Some College (107)
Age 18-24 (161)
Occupation:
Food Preparation Serving Related Occupation (158)
Sales and Related Occupation (127)
Office and Administrative Support (102)
Income $50,000-$74,999 (106)
Single (128)
Parents (115)
Children 12-17 Years (131)
Race:
Black (129)
Hispanic Origin (120)
Rent Home (113)
Pacific-Mountain Region (106)

7
Target Audience

Target Audience

Continued

Target Audience

Psychographics
The target audience is a woman who cares about her hygiene specifically when it
comes to her teeth. This woman uses breath fresheners daily. She enjoys snacking
on several different types of snacks but prefers chocolate and usually freshens her
breath with a mint. When shopping she likes to wander through the store to find new
products and finds shopping relaxing. She likes to spend her money rather than
saving it and buys items that are popular at that moment. This woman expresses her
opinions on goods and services through social media. During her free time she likes
to listen to music and enjoys looking through magazines.
The index numbers below show that the target audience is a person who is carefree
and likes to live in the moment. They enjoy the simple things in life and like to take
their time relaxing. This target audience cares how they look and takes pride in their
appearance. This person works hard but also plays hard. All the while making sure
their breath is fresh for every moment.
Index Numbers for Psychographics
Dental Rinse (117)
Breath Fresheners ( 208)
Boxed Chocolate (277)
Mints (401)
Shopping is a great way to relax (116)
Enjoy wandering store for new interesting products (120)
Spender rather than a saver (118)
Influenced by what's hot and what's not (132)
Share opinions prod/ srvcs by posting online (129)
Music (182)
Magazines (121)

Reach- 85%
Altoids is an established brand which has been in the market since 1780. Their
message has not changed much over time and they have maintained their image
as a classic breath mint brand. With this campaign, Altoids will retain their classic
image but will try to specifically reach out to a younger demographic, which they
have not done previously. Many people need to be exposed to this message for
the new campaign to be successful. For this reason, Altoids will at least reach 86
percent of the population each month. Ideally they will reach upwards of 90 in
particularly heavy months, when people will be more likely to buy. The high reach
will have a positive impact for Altoids, as more people are made aware of the
campaign, and can act upon its message.
Frequency- 2.8%
As found through the Ostrow Model, the campaign will utilize a frequency of at
least 2.8 percent. The campaign will have at least a frequency 2.8 percent
nationally so it is at least effective on a minimum scale to everyone, however the
higher the frequency, the more successful the campaign.

9
Media Objectives

Media Objectives

10

Creative
From past advertising Altoids has done a good job at holding true to their classic
brand image while still being edgy and unique. With our campaigns new tagline
our goal is to follow past examples, but still cater to our current consumers while
reaching our new target audience. Altoids reach for our new demographic will
be the use of our playful tagline.

Creative

Positioning Statement
Altoids is a mint that has lasted through the years keeping true to its form
providing a quality mint that freshen the most foul of breath. Consumers can buy
a tin of Altoids knowing that their breath will be fresh all day, while competitors
will only last for a few hours.
Example...Altoids is an original brand of breath mints, that have been popular
in past generations, and work just as well today.. You can do much better
though. I just cant think right now.
Tagline
Not just your grandmas mint

mints.

Not just your grandmas

mint.

One of the keys to this media strategy is the large number of spot markets. The
campaign calls for 59 spot markets were chosen, accounting for 15.3 percent of the
U.S. population. This was a very cost efficient way to reach a large number of people.
The markets chosen held high BDI for Ice Breakers, while being lower (at least 15
percent less) for Altoids. These were the best markets for the most opportunity for
brand growth. An Estimated value percentage would have been calculated for each
market, if adequate information was supplied.
Through the campaign pulsing will be used to grow the brand. The campaign will start
in May, since summer is the peak time to buy mints, and to reach a younger audience.
Starting in May allows a month of introduction before the campaign is in full force
during the summer months. It will allow the campaign to be effective, as the audience
will already have been exposed before the summer months. Where increased
frequency will drive individuals to buy.
Altoids desires a balanced media mix and as such, the campaign utilizes a variety of
different media. The campaign leans heavy on digital, exceeding the minimum of
$5MM suggested. This was largely in part because it is where the target market
spends most of their time. According to MRI data, Altoids users are 19% more likely
to use the medium while users of Ice Breakers, are also high with 14%.
The campaign calls for consistent use of Magazine. It is an expensive medium, but a
considerable amount of the target audience engages with it, particularly heavy buyers
(MRI Index 133). Altoids is no stranger to this medium, and will surely help keep their
older demographic around.
The campaign utilizes shorter commercial times in radio and TV, as they are much
more cost efficient. While these mediums may not have the same effect as longer
ads, they are the best way to directly compete with Ice Breakers and their larger
budget. With effective copy, these shorter ads will provide a great platform for Altoids
to compete in. Although Altoids budget wont allow for equal representation in the
categorys share of spending, buying shorter spots will allow for a closer number of
advertisements, especially in spot markets.
The campaign doesnt focus on television as it is unpopular among both Altoids and
Ice Breakers users, sporting high index numbers for light users of the medium. The
campaign thus chooses to utilize spot cable and primetime network, as some of the
vehicles within these medium are higher.
Radio is very popular among Altoids and Ice Breakers consumers, and as such will be
targeted heavily. Ice Breakers scores an index number of 113 for heavy users , while
Altoids 111 and 107 for users in category II and III. The focus on radio, will provide
cheap GRPs that will reach the target audience, specifically users of Ice Breakers.
As Altoids current consumers, score high for medium use of radio, they will be
reached at the same time.

11
Media Strategy

Media Strategy

Continued

Media Strategy

12

National and Spot

One of the keys to this media strategy is the large number of spot markets. 59 spot
markets were chosen, accounting for 15.3 percent of the U.S. population. This was
a very cost efficient way to reach a large number of people. The markets chosen
held high BDI for Ice Breakers, while being lower (at least 15 percent less) for
Altoids. These were seen as the markets that had the most opportunity for brand
growth.
Timing
Firstly the campaign will start in May. Summer is a peak time to buy mints, and to
reach the younger audience. Starting in May allows a month of introduction before
the the campaign is in full force during the summer months. It will allow the
campaign to be more effective, as the audience will already have been exposed
before the important summer months, where increased frequency will drive
individuals to buy.

Medium

Net TV-Prime
$(000)
Net Cable-Daytime
$(000)
Net Cable-E Fringe
$(000)
Net Cable-Prime
$(000)
Natl Syndication
$(000)
Net Radio-Morning Drive
$(000)
Net Radio-Daytime
$(000)
Net Radio-Evening Drive
$(000)
Magazines-Womens
$(000)
Digital National

55
83.9

50
76.3

60
91.5

40
61.0

60
91.5

60
91.5

60
91.5

60
91.5

40
61.0

60
91.5

55
505.9
40
340.4

40
105.8
20
152.8

25
229.9
20
170.2
20
59.6
10
27.5
40
105.8
20
152.8

20
184.0
20
170.2
10
29.8
10
27.5
40
105.8
20
152.8

40
367.9
40
340.4
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

40
367.9
40
340.4
10
29.8
10
27.5
40
105.8
20
152.8

20
184.0
20
170.2
10
29.8
10
27.5
40
105.8
20
152.8

Target Demo: All Women ages 18-49

Apr
Total Across
30
GRPS:
30
465.7
COST:
465.7
60
80
GRPS:
685
91.5
122.0
COST:
1044.6
30
GRPS:
30
103.6
COST:
103.6
20
80
GRPS:
540
184.0
735.8
COST:
4966.9
20
80
GRPS:
480
170.2
680.8
COST:
4084.8
10
10
GRPS:
120
29.8
29.8
COST:
357.7
10
10
GRPS:
110
27.5
27.5
COST:
302.4
40
40
GRPS:
480
105.8
105.8
COST:
1270.1
20
20
GRPS:
240
152.8
152.8
COST:
1833.6

45
431.0

45
431.0

45
431.0

45
431.0

45
431.0
20
47.9

45
431.0
20
47.9

45
431.0

45
431.0
20
47.9

45
431.0

45
431.0

45
431.0

45
431.0

20
117.4
70
156.2
20
27.1
30
41.1
30
35.3

50
111.6
20
27.1
60
82.1
60
70.5

20
117.4
70
156.2

30
176.1
100
223.2

80
178.6

30
176.1
50
111.6

40
54.8
60
70.5

40
54.8
60
70.5

40
54.8
60
70.5

20
117.4
70
156.2
20
27.1
50
68.5
50
58.8

80
178.6

40
54.8
60
70.5

50
111.6
20
27.1
60
82.1
60
70.5

20
44.6

40
54.8
60
70.5

70
156.2
20
27.1
50
68.5
50
58.8

50
58.8

94
103.9

40
45.0

54
59.0

54
59.0

94
103.9

79
90.0

79
90.0

94
103.9

94
103.9

39
43.0

255
1619.8
74.5
3.4

230
1253.1
75.1
3.1

225
1192.6
73.5
3.1

245
1516.3
76
3.2

295
1815.8
78.6
3.8

295
1815.8
78.6
3.8

295
1815.8
78.6
3.8

295
1815.8
78.6
3.8

245
1516.3
76
3.2

274
407.7
74
3.7

249
432.5
75.9
3.3

224
436
75
3.0

244
350.3
72.7
3.4

304
550.7
80.1
3.8

329
662.5
82.2
4.0

259
393.8
72.9
3.6

294
564.8
80.2
3.7

529
2027.5
90.6
5.8

479
1685.7
91.1
5.3

449
1628.6
90.6
5.0

489
1866.6
90.7
5.4

599
2366.6
92.6
6.5

624
2478.3
93
6.7

554
2209.6
91.3
6.1

589
2380.6
92.6
6.4

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

- Ad Networks - Run Of Network

- Ad Networks - Demo Targeted
- Video Networks
- Publisher Video Sites
- Social
- Mobile
$(000)
Spot TV-Daytime
$(000)
Spot TV-Early Fringe/News
$(000)
Spot TV-Prime
$(000)
Spot Cable
$(000)
Spot Radio-Morning Drive
$(000)
Spot Radio-Daytime
$(000)
Spot Radio-Evening Drive
$(000)
Digital Spot

20
77.0
80
178.6

40
54.8
60
70.5

GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:

540
5171.9
60
143.8
20
77.0
120
704.4
790
1763.3
100
135.4
490
670.8
660
775.5

97
106.7

99
107.9

GRPS:
COST:

917
1016.1

225
1192.6
73.5
3.1

225
1192.6
73.5
3.1

425
2854.9
86
4.9

GRPS:
Cost:

3255
19601.4

284
395.2
75.7
3.8

249
470.9
76.2
3.3

167
210.1
57.8
2.9

278
411.7
74.3
3.8

GRPS:
Cost:

3157
5286.4

529
1911.5
91.3
5.8

474
1663.5
90.9
5.2

392
1402.7
86.7
4.5

703
3266.6
93.2
7.5

GRPS:
Cost:

6413
24887.8

- Ad Networks - Run Of Network

- Ad Networks - Demo Targeted
- Video Networks
- Publisher Video Sites
- Social
- Mobile
$(000)
National Only Area
GRPS
$(000)
Reach
Avg. Freq.
Spot Only Area
GRPS
$(000)
Reach
Avg. Freq.
Spot + National
GRPS
$(000)
Reach
Avg. Freq.

The campaign calls for consistent use of Magazine. It is an expensive medium,

but a considerable amount of the target audience engages with it, particularly
heavy buyers (MRI Index 133). Altoids is no stranger to this medium, and will surely
help keep their older demographic around.
The campaign utilizes shorter commercial times in radio and TV, as they are much
more cost efficient. While they may not have the same effect as longer ads, they are
the best way to directly compete with Ice Breakers and their larger budget. With
effective copy, these shorter ads will provide a great platform for Altoids to
compete in. Although Altoids budget wont allow for equal representation in the
categorys share of spending, buying shorter spots will allow for a closer number
of advertisements, especially in spot markets.
The campaign doesnt focus on television as it is unpopular among both Altoids and
Ice Breakers users, sporting high index numbers for light users of the medium.
The campaign thus chooses to utilize spot cable and primetime network, as some
of the vehicles within these medium are higher.
Radio is very popular among Altoids and Icebreakers users, and as such will be
targeted heavily. Ice Breakers scores an index number of 113 for heavy users and
Altoids 111 and 107 for users in category II and III. The focus on radio, will provide
cheap GRPs that will reach the target audience, specifically users of Icebreakers. As
Altoids current user's, score high for medium use of radio, they will be reached at
the same time.
Share of Voice
Other
0%

Altoids

30%

Ice Breakers

26%

Tic Tac
Ice Breakers
Altoids
Tic Tac

Mentos

16%
Mentos

8%

13

Continued

Altoids desires a balanced media mix and as such, the campaign utilizes a variety of
different media. The campaign goes heavy on digital, exceeding the minimum of
$5MM suggested. This was largely in part because it is where the target market
spends most of their time. According to MRI data, Altoids users are 19% more
likely to use the medium while users of Ice Breakers, are also high with 14%.

Media Strategy

Flow Chart Breakdown

Table of Contents

TABLE OF CONTENTS
WELCOME PAGE
PAGE 1 - Executive Summary
PAGE 2 - Executive Summary- Continued
PAGE 3 - Situation Analysis - History
PAGE 4 - Situation Analysis - The market/ Past & Current Ads
PAGE 5 - Situation Analysis - Competition and SWOT
PAGE 6 - Marketing Goals
PAGE 7 - Target Audience
PAGE 8 - Target Audience - Continued
PAGE 9 - Media Objectives
PAGE 10 - Creative
PAGE 11 - Media Strategy
PAGE 12 - Media Strategy - Continued
PAGE 13 - Media Strategy - Continued
PAGE 14 - Media Execution
PAGE 15 - Media Execution - Continued
PAGE 16 - Promotion
PAGE 17 - Budget
PAGE 18 - Appendix
PAGE 19 - Appendix
PAGE 20 - Appendix

Media Execution

14

Media Execution
Media Vehicles/Programs/Publications and Index Numbers:
The specific media vehicles, programs, and publications planned to carry out the
Altoids media strategy were chosen based on vehicle and channel index numbers
and base projections.
The vehicles chosen had high index numbers or had high likelihood of being media
habits by Ice Breakers consumers, which group was a target in our media strategy
as well the target audience defined earlier in out report.
The media execution will target our audience while taking advantage of the vehicles
and channels that have a high chance of reaching them.
The original goals with 86% reach and 2.8% frequency compared to our actuals
Altoids will exceed those numbers every month through its media execution.
TV Shows:
*Academy Awards (Index: 120, Projection Base: 2972(000))
*American Music Awards (Index: 144, Projection Base: 2147(000))
*Big Band Theory (Index: 132, Projection Base: 2946(000))
*(CBS AFC-NFL Ftbll PO (Index: 110, Projection Base: 4168(000))
*Criminal Minds Wkly (Index: 132, Projection Base: 2252(000))
*Golden Globe Awards (Index: 132, Projection Base: 2070(000))
*Grammy Awards (Index: 135, Projection Base: 3511(000))
*NFL Network Reg. Seas. Gms. (Index: 113, Projection Base: 3729(000))
*Super Bowl Post Game (Index: 134, Projection Base: 3861(000))
*Super Bowl Pre-Game (Index: 124, Projection Base: 4326(000))
Cable Networks PST 7 DAYS:
*ABC Family (Index: 119, Projection Base: 4007(000))
*Animal Planet (Index: 110, Projection Base: 3717(000))
*Food Network (Index: 116, Projection Base: 4365(000))
*BET (Index: 139, Projection Base: 2080(000))
*FX (Index: 118, Projection Base: 3232(000))
*Lifetime (Index: 112, Projection Base: 3125(000))
*Spike TV (Index: 127, Projection Base: 3069(000))
*TBS (Index: 111, Projection Base: 4709(000))
*TNT (Index: 109, Projection Base: 4775(000))
*USA Network (Index: 116, Projection Base: 4420(000))
CABLE PROGRAMS WATCHED PAST 7 DAYS:
*A&E Storage Wars (Index: 134, Projection Base: 1615(000))
*Food Network-Chopped (Index: 136, Projection Base: 1186)
*Food Network-Diners Drive-ins and Dives (Index: 124, Projection Base: 1592)
*History Channel- Swamp People (Index: 130, Projection Base: 1034(000))
*ION-Criminal Minds (Index: 137, Projection Base: 1128(000))
*TBS-The Big Bang Theory (Index: 114, Projection Base: 1927(000))
*TBS-Family Guy (Index: 153, Projection Base: 1299(000))

MAGAZINE TYPES:
*Epicurean (Index: 116, Projection Base: 3056(000))
*Men (Index: 122, Projection Base: 2946(000))
*News and Entertainment Weeklies (Index: 114, Projection Base: 5788(000))
*Sports (Index: 128, Projection Base: 2636(000))
*Women (Index: 114, Projection Base: 6607(000))
*Womens Fashion (Index: 134, Projection Base: 2061(000))
PRINT TITLES:
*Better Homes & Gardens (Index: 102, Projection Base: 2492(000))
*Conde Nast Package @m (Index: 116, Projection Base: 6868(000))
*Meredith Mag Group (Index: 111, Projection Base: 8054(000))
*People (Index: 114, Projection Base: 3176(000))
*Rodale Mag. Network (Index: 120, Projection Base: 2875(000))
*US Weekly (Index: 134, Projection Base: 1140(000))
WEBSITES PAST 30 DAYS:
*Gmail (Index: 112, Projection Base: 5448(000))
*iTunes.com (Index: 132, Projection Base: 2905(000))
*Pandora.com (Index: 123, Projection Base: 3434(000))
*eBay.com (Index: 117, Projection Base: 3386(000))
*Facebook (Index: 110, Projection Base: 9290(000))
*YouTube (Index: 116, Projection Base: 7858(000))

Continued

RADIO FORMATS:
*Adult Contemporary (Index: 120, Projection Base: 3127(000))
*CHR (Index: 126, Projection Base: 3798(000))
*Country (Index: 106, Projection Base:3240(000))
Hispanic (Index: 116, Projection Base: 1189(000))
*Urban (Index: 130, Projection Base: 2280(000))

15
Media Execution

SPANISH LANGUAGE NETWORKS:

*Telemundo (Index: 143, Projection Base: 1606(000))
*UniMas (Index: 148, Projection Base: 1467(000)
*Univision (Index: 133, Projection Base: 1814(000))

Promotions & Non Traditional Efforts

16

Promotions
The Not just your Grandmas Mint campaign will target a younger demographic.
The following promotions are intended create excitement among this demographic,
and ultimately switch them from other brands, namely Ice Breakers, to Altoids.
Because of our new demographic, we are interested in reaching the younger
generation. With that target audience our goals for promotion is to focus on exciting
new age advertising techniques.
An interactive social media campaign: Younger people live on their cell phones.
This non-traditional tactic will utilize creative, edgy, and interesting images/video to
display on SnapChat, Instagram, Facebook, Twitter, Youtube, Pinterest, and Vine.
This will increase Altoids exposure on these platforms, introducing the new
message and reinforcing the idea that Altoids are for youth.
Run a Contest: Mid-campaign, individuals will be encouraged to send in selfies
while enjoying Altoid mints with a grandma. This allows Altoids to interact with this
new demographic, as well as the current one. Altoids are meant to be shared
between generations.
Outdoor: An interactive Altoid box where those in the area can reach into the box
and receive a prepackaged sample. This strategy will garner attention on social
media reaching the younger demographic. The left over budget amount of $112,200
will go towards this display.
Word of Mouth: With all the advertising strategies combined with classic media buys
word of mouth technique will take place. The general idea is to have Altoids brand
to become popular or trending to help pass the message along to consumers.
The main idea for the promotional ideas is to make Altoids create different
advertising. With an extended budget there is more money to engage and be unique.
Because of the unique tagline, Altoids will not only be different but be fresh and new.

Altoids primary marketing goal is to grow within the category, specifically taking
market share away from Ice Breakers, their closest competitor. For this reason, the
campaign will focus extensively on Ice Breakers. The campaign will distribute the
given $25 million budget, the same way that Icebreakers does. Although, this
strategy is sometimes risky, as one cannot be sure that the competition is using
media as effectively as possible, it is the best way to steal share of voice away from
Ice Breakers while making a direct impact for Altoids. The per month allotment for
Ice Breakers and Altoids campaign is shown below.

Ice Breakers Monthly Spending

8%

14%

7%

5%

6%

6%

7%

8%

10%
10%

10%

9%

Altoids Monthly Spending

Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec

Jan
Feb

7%

6%

6%

7%

7%

8%

9%
10%

9%

10%

19,601.4 (000)

2% 3% 1%

Net Tv Prime
Net Cable - Daytime
Net Cable-E Fringe

13%
19%

Spot Cable

Net Cable - Prime

Spot Radio - Early Drive

Spot Radio - Daytime

Net Radio- Morning Drive

Net Radio - Daytime
Net Radio - Evening Drive

9%
21%

Magazines Women

Spot TV- Early Fringe/News

Spot TV - Prime

Net Syndication

33%
14%

Spot Radio- Evening Drive

Digital Spot

Outdoor Spot
Spot TV - Daytime

National Digital

12%
2%

Aug
Sep
Oct
Nov
Dec

5,398.6 (000)

1%

26%

2%

May
Jun
Jul

5%

25%

7%

Mar
Apr

Spot Budget Breakdown

National Budget Breakdown

2%

8%

13%

3%

17
Budget

Budget

Appendix

18

Market Name

Student
Professor
Semester

Mark Gustafson
Jeff Hochstrasser
Winter 2016

Medford, OR
Bakersfield, CA
Albuquerque, NM
Yuma-El Centro
Bowling Green, KY
Jonesboro, AR
Jackson, MS
Meridian, MS
Hattiesburg-Laurel
Tyler et al, TX
Wausau-Rhinelander, WI
Montgomery-Selma, AL
Little Rock, AR
Huntsville et al, AL
Columbus-Tupelo, MS
Abilene-Sweetwater, TX
Sherman-Ada
Panama City, FL
Greenwood-Greenville, MS
Alexandria, LA
Lafayette, LA
Jackson, TN
Harlingen et al, TX
Paducah et al, KY-IL
Ottumwa-Kirksville, MO
Monroe-El Dorado, LA
Wichita Fls et al, OK-TX
Shrvprt et al, AR-LA-TX
Dothan, AL
Joplin-Pittsburg, KS-MO
Clarksburg-Weston, WV
Parkersburg, WV
Terre Haute, IN
Chattanooga, TN
Johnstown-Altoona, PA
Roanoke-Lynchburg, VA
Myrtle Beach-Florence
Greenville et al, SC-NC
Charleston et al, WV
Bluefield et al, WV
Knoxville, TN
Wheeling et al, WV-OH
Marquette, MI
Presque Isle, ME
Greenville et al, NC
Lexington, KY
Traverse City et al, MI
Tampa-St Pete, FL
Bangor, ME
Youngstown, OH

Rank
140
125
44
165
183
182
90
186
168
111
134
118
57
83
133
164
161
154
184
180
123
174
88
79
200
136
149
82
172
145
166
190
151
86
99
67
103
36
65
155
58
159
179
205
105
64
116
13
152
106

%US
0.15
0.19
0.6
0.1
0.07
0.07
0.3
0.06
0.09
0.23
0.16
0.22
0.49
0.34
0.16
0.1
0.11
0.13
0.07
0.08
0.2
0.09
0.3
0.35
0.05
0.16
0.14
0.34
0.09
0.14
0.1
0.06
0.13
0.31
0.26
0.4
0.25
0.74
0.42
0.13
0.47
0.12
0.08
0.03
0.24
0.43
0.22
1.58
0.13
0.24

Tri-Cities, TN-VA
Tallahassee et al, FL
Miami-Ft. Lauderdale, FL
Utica, NY
Columbus, GA
Augusta, GA
Greensboro et al, NC
Savannah, GA
Macon, GA

91
108
16
169
128
115
46
97
121

0.29
0.24
1.36
0.09
0.18
0.22
0.6
0.27
0.21

59 Markets Chosen, covering 15.38% of US households.

19
Appendix

Market List

20

Student
Professor
Semester

Appendix

Medium

Net TV-Prime
$(000)
Net Cable-Daytime
$(000)
Net Cable-E Fringe
$(000)
Net Cable-Prime
$(000)
Natl Syndication
$(000)
Net Radio-Morning Drive
$(000)
Net Radio-Daytime
$(000)
Net Radio-Evening Drive
$(000)
Magazines-Womens
$(000)
Digital National

Default Flowchart Title

Default Flowchart SubTitle

Mark Gustafson
Jeff Hochstrasser
Winter 2016

55
83.9

50
76.3

60
91.5

40
61.0

60
91.5

60
91.5

60
91.5

60
91.5

40
61.0

60
91.5

55
505.9
40
340.4

40
105.8
20
152.8

25
229.9
20
170.2
20
59.6
10
27.5
40
105.8
20
152.8

20
184.0
20
170.2
10
29.8
10
27.5
40
105.8
20
152.8

40
367.9
40
340.4
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

40
367.9
40
340.4
10
29.8
10
27.5
40
105.8
20
152.8

20
184.0
20
170.2
10
29.8
10
27.5
40
105.8
20
152.8

Target Demo: All Women ages 18-49

Total Across
Apr
30
GRPS:
30
465.7
COST:
465.7
60
80
GRPS:
685
91.5
122.0
COST:
1044.6
30
GRPS:
30
103.6
COST:
103.6
20
80
GRPS:
540
184.0
735.8
COST:
4966.9
20
80
GRPS:
480
170.2
680.8
COST:
4084.8
10
10
GRPS:
120
29.8
29.8
COST:
357.7
10
10
GRPS:
110
27.5
27.5
COST:
302.4
40
40
GRPS:
480
105.8
105.8
COST:
1270.1
20
20
GRPS:
240
152.8
152.8
COST:
1833.6

45
431.0

45
431.0

45
431.0

45
431.0

45
431.0
20
47.9

45
431.0
20
47.9

45
431.0

45
431.0
20
47.9

45
431.0

45
431.0

45
431.0

45
431.0

20
117.4
70
156.2
20
27.1
30
41.1
30
35.3

50
111.6
20
27.1
60
82.1
60
70.5

20
117.4
70
156.2

30
176.1
100
223.2

80
178.6

30
176.1
50
111.6

40
54.8
60
70.5

40
54.8
60
70.5

40
54.8
60
70.5

20
117.4
70
156.2
20
27.1
50
68.5
50
58.8

80
178.6

40
54.8
60
70.5

50
111.6
20
27.1
60
82.1
60
70.5

20
44.6

40
54.8
60
70.5

70
156.2
20
27.1
50
68.5
50
58.8

50
58.8

40
54.8
60
70.5

94
103.9

40
45.0

54
59.0

54
59.0

94
103.9

79
90.0

79
90.0

94
103.9

94
103.9

39
43.0

97
106.7

255
1619.8
74.5
3.4

230
1253.1
75.1
3.1

225
1192.6
73.5
3.1

245
1516.3
76
3.2

295
1815.8
78.6
3.8

295
1815.8
78.6
3.8

295
1815.8
78.6
3.8

295
1815.8
78.6
3.8

245
1516.3
76
3.2

225
1192.6
73.5
3.1

225
1192.6
73.5
3.1

274
407.7
74
3.7

249
432.5
75.9
3.3

224
436
75
3.0

244
350.3
72.7
3.4

304
550.7
80.1
3.8

329
662.5
82.2
4.0

259
393.8
72.9
3.6

294
564.8
80.2
3.7

284
395.2
75.7
3.8

249
470.9
76.2
3.3

529
2027.5
90.6
5.8

479
1685.7
91.1
5.3

449
1628.6
90.6
5.0

489
1866.6
90.7
5.4

599
2366.6
92.6
6.5

624
2478.3
93
6.7

554
2209.6
91.3
6.1

589
2380.6
92.6
6.4

529
1911.5
91.3
5.8

474
1663.5
90.9
5.2

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

- Ad Networks - Run Of Network

- Ad Networks - Demo Targeted
- Video Networks
- Publisher Video Sites
- Social
- Mobile
$(000)
Spot TV-Daytime
$(000)
Spot TV-Early Fringe/News
$(000)
Spot TV-Prime
$(000)
Spot Cable
$(000)
Spot Radio-Morning Drive
$(000)
Spot Radio-Daytime
$(000)
Spot Radio-Evening Drive
$(000)
Digital Spot

20
77.0
80
178.6

GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:

540
5171.9
60
143.8
20
77.0
120
704.4
790
1763.3
100
135.4
490
670.8
660
775.5

99
107.9

GRPS:
COST:

917
1016.1

425
2854.9
86
4.9

GRPS:
Cost:

3255
19601.4

167
210.1
57.8
2.9

278
411.7
74.3
3.8

GRPS:
Cost:

3157
5286.4

392
1402.7
86.7
4.5

703
3266.6
93.2
7.5

GRPS:
Cost:

6413
24887.8

- Ad Networks - Run Of Network

- Ad Networks - Demo Targeted
- Video Networks
- Publisher Video Sites
- Social
- Mobile
$(000)
National Only Area
GRPS
$(000)
Reach
Avg. Freq.
Spot Only Area
GRPS
$(000)
Reach
Avg. Freq.
Spot + National
GRPS
$(000)
Reach
Avg. Freq.

Sources
Mintel Academic
http://academic.mintel.com.byui.idm.oclc.org/display/716702/
http://www.wrigley.com/global/brands/altoids.aspx