Appearing as Artisanal Amateurs

Altoids mints are a great example of an authentic brand. Introduced in the nineteenth century as a remedy for indigestion (largely due to the poor state of British food), Altoids (the ‘curiously strong mint’ (Figure 4.1)) achieved cult status through their old-fashioned tins (introduced in the 1920s), quirky promotion, weird flavours, and high-quality paper wrapping (Morris 2004). In fact, Altoids advertising and collectible tins are highly sought after by collectors on ebay (Figure 4.2). In a remarkable article, Claudia Kotchka (VP of Design, Proctor and Gamble) identified why Proctor and Gamble (P&G) couldn’t produce brands with the authenticity of Altoids. Recalling Snapple, Kotchka (2006) noted how Altoids brand authenticity would be destroyed by the ‘P&G effect’. First to go would be the Altoids tin. Tin is more expensive than plastic, is heavier (thereby increasing shipping costs), is old fashioned, and the unique moulded design is difficult and expensive to change in response to changing the trends. Second to go would be the high-quality paper inside the tin that protects mints from being damaged when the tin is shaken. Again, too many parts, too much expense, and paper would be unnecessary in a newly designed plastic container. Figure 4.1 Altoids packaging appears old world and amateurish when compared to the brand’s plastic, manufactured competitors — that’s part of Altoids’ charm.http://www.commons.wikimedia.org/wiki/File:Altoidstins1b.jpg Figure 4.2 Altoids advertisements are as collectible as their tins. The ads reinforce the brands playful, irresistible, deviant nature This Altoids Ad is owned by Wrigley and is used with permission