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Bigheads and Gigunda Bring Out Altoids' Bad Side

altoids_valentines.jpg

We have to admit there's something about Altoids we just like. A lot. For Valentine's Day they've taken their running Curiously Strong theme and added a curiously twisted BDSM thread.

In a dark take on Herbal Essences' bubble-gum anti-Cupid campaign, Altoids embraces Cupid in all his glory ... and gives him a pair of handcuffs. And because ambiance is 9/10 of a good show, they've even opened up temporary Altoids Chocolate Shoppes, prime purveyors of their devilish chocolate mints, with darkened windows and threesomes hidden in the wallpaper. The stores are in NY, Miami and Chicago and will remain open until tomorrow at 10 PM.

Aside from the product there's not much branding going on and the prevalent hearts have slashes down the middle that recall melting chocolate. We are afraid of the (whip-wielding, leather-clad) part of us that says "YES" too readily to this bad-ass positioning scheme, which was concocted by Bigheads Network in tangent with Gigunda Group. All it needs is a cross-brand relationship with Lelo and it'll really be in business.

Written by Angela Natividad    Comments (1)     File: Brands, Good, Packaging     Feb-13-07  

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Comments

it's actually based on leo burnett's idea... but i suppose everybody's forgotten about their little contribution to that brand already.

Posted by: elmer swanson on February 13, 2007 11:33 PM

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