ALTOIDS

CAMPAIGN BOOK

FALL 2016 BRITTANY LUPTON, JOHN EREKSON, JOHN MOORE,

JOSHUA WILLIAMS, MAKENZIE JONES, & MISTY KEMPTON
 CONTENTS
02 E X EC U T I V E S U M M A RY
03 S I T U AT I O N A N A LY S I S
04 S . W . O . T . A N A LY S I S
05 MARKETING GOALS
06 TA R G E T A U D I E N C E
08 MEDIA OBJECTIVES
09 C R E AT I V E
10 M E D I A S T R AT E GY
15 MEDIA EXECUTION
16 PROMOTIONS
17 BUDGET
18 TEAM BIOS
19 APPENDIX
20 FLOWCHART
 EXECUTIVE SUMMARY
ltoids holds a share of market of 14.7 percent, taking third place in sales
w with $97 million out of the total $658 million. Competing against market
power houses, such as, Tic Tac, IceBreakers, and Breath Savers requires Al-
toids to revamp advertising to reach the corporate marketing goals.

Altoids plans to expand the budget to $25 million. It will be divided between
national advertising and the following spot markets: Los Angeles, San Fran-
cisco, Seattle-Tacoma, Sacramento, and Portland. More specifically, the na-
tional budget was divided into $18,726,500 and the spot will be $5,507,400.
The national contingencies will be $516,100 and spot contingencies will be
$250,000. The bulk of this advertising expenditure will target white women
ages 45-54 predominantly on the Pacific West Coast.

The target audience is generally most exposed to magazines, radio and in-
ternet. This is where the main focus is for the media mix.

02
S I T U AT I O N A N A LY S I S
History of Altoids
Altoids, the curiously strong mint, is one of the most
well established mint brands in the United States.
Altoids have been around since 1780. The founder,
Smith Kendon, initially developed Altoids and mar-
keted them as throat lozenges. The mints started in
Europe, but found their way over to the United States
in 1918. Initial ads claimed that Altoids would relieve
intestinal discomfort while leaving the user with fresh
breath. It wasnt long before they were solely market-
ed as mints. In 1920 the signature tin can replaced
the cardboard box that the mints had initially been
sold in.
Since their beginning, Altoids have been
passed around to different owners. Callard and
Bowser bought out Kendons Smith & Co. during the
mid 1800s. Callard and Bowser were then bought by
Terrys of York in 1982. Kraft/Philip Morris bought
Callard and Bowser from Terrys of York in 1993.
Wrigleys then came in and purchased Callard and
Bowser from Kraft in 2004 for $1.5 billion. Altoids have
remained under Wrigleys ownership since then.
Even though they had been manufactured in
Great Britain since their beginning, Altoids main
production plant was moved to Chattanooga,
Tennessee in 2005. The move of production was done
in order for Altoids to be manufactured closer to
where they are heavily marketed.
Different flavors of Altoids have been added to
the mix over the years. Wintergreen was first
introduced in 1997. Since then, flavors like Cinnamon,
Dark Chocolate, Sour Cherry, and Sour Apple have
made a variety of users breath fresher. Their
simplicity, variety, and irreverent advertisements,
have helped Altoids stay one of the most popular
mint brands in the United States.
Competition
There are over 20 different mint brands available to
consumers. Altoids currently holds the third spot in
sales, with active competition from other brands.
Three of Altoids main competitors are: Tic Tac, Ice
Breakers, and Breath Savers. The main competition
for Altoids is Ice Breakers because their sales are the
closest. Ice Breakers currently hold the second place
in breath mint sales with $130 million in sales in 2015,
while Altoids sold $97 million worth.
03
 S . W . O . T . A N A LY S I S
S O
Strengths:
Altoids have been around for over 100 years. This
gives them the strength of an above average brand
awareness among consumers. Their brand awareness
is what places them third in sales compared to all
other mint brands. Altoids makes about $97 million in
sales yearly.
W
Weaknesses:
While Altoids have an above average brand
awareness among consumers, they are still one brand
among over twenty other breath mints. Every year
the Altoid brand goes down because other
companies are advertising more often and creating
new content. Altoids do not currently utilize any
online media, nor do they produce any new
advertising. It hasnt hurt them the past few years,
but as web presence becomes vital, Altoids is sure to
take a hit if they do not begin a revamped
advertising campaign soon.
04
Opportunities:
Altoids will have multiple opportunities to increase
their sales over the next year as they increase their ad
spending to $25 million this upcoming calendar year.
With this increase in ad spending, Altoids should focus
on spot markets to reach out to consumers. Creating
a web presence well be a great opportunity for
Altoids as technology use increases.
T
Threats:
Other mint companies are increasing their
advertising in order to move up the rankings in their
categories. Specifically Ice Breakers, which holds the
number two spot currently, is increasing ad spending
with the hopes to move to the number one spot
among other mints. If Ice Breakers moves up a spot,
then other brands will get the same idea and the
competition will increase for all other mint brands.
MARKETING GOALS
The campaign for Altoids will be based on its specific
goals. Altoids is wanting to increase brand awareness
by 35 percent while simultaneously increasing its
sales by 20 percent. In the last year, Altoids sales
were $97 million.

Ice Breakers has had a total ad spending of

$30-$50 million in the last few years. Altoids total ad
spending is being increased to $25 million for the
next calendar year to keep up with the competition
and not fall further behind in ad spending. To fully
utilize the budget of $25 million it will be divided
between national advertising and the following spot
markets:

Los Angeles,

A
San Francisco,
Seattle-Tacoma,
Sacramento, and
Portland.

The advertising mediums being used within this cam-

paign will be magazines, internet, radio, television,
and outdoor.

05
 TA R G E T A U D I E N C E
DEMOGRAPHICS Demographic Index Numbers
Our target audience includes white women between Women: Index 107
the ages 45-54. These women are married and have
children from the ages of 12-17. They have postgradu- White: Index 99 (population of 13,546)
ate degrees and their husbands are working in pro-
fessional and related occupations. Their median Age 45-54: Index 111
income is $100,000k+. These women live in a city
along the pacific region. Education: Post Graduate Index 124

To the right are index numbers that reflect the demo- Occupation: Professional and Related Occupations
graphic listed above. Index 117

Household Income: 100,000+ Index 127

Married: Index 100 (population 9,690)

A
Children Ages 12-17: Index 104 (population 3,660)

Pacific Region: Index 123 (population 4,447)

County A: Index 114 (population 8,508)

06
PSYCHOGRAPHICS
When these women arent reading about all the
latest wines, they are enjoying their club membership
of wine taste testing. These women care about per-
sonal hygiene as a whole, including hair, makeup,
and even their breath fresheners.
Media use for these women is as follows: There is
significant usage in magazines, internet, radio, and
cable. This target audience of women see most
advertisements in magazines, as they have the
heaviest usage, followed by the internet. Radio has
moderate usage among these women, and television
has a less than moderate usage. However, those who
do use television have a strong usage.
Psychographics Index Numbers
Heavy Champagne & Sparkling Wines # Drinks/Last
30 Days: Index 175
Heavy table wines : Index 161 (population 2,122)
Nutrition bars/ energy bars / Last 30 days : Index
162
Personal Body Treatments / Last 7 Days: Index 143
Heavy Toothpaste # Times / Last 7 Days: Index 117
Heavy Breath fresheners / Last 7 days: Index 176
Heavy mint use / Last 7 days: Index 285
Media Engagement
Magazine - Heavy Use - Index 120, Population 4,346
Internet - Heavy Use - Index 119, Population 4,336
Radio - Moderate Use - Index 111, Population 3,979
TV - Moderate Use - Index 112, Population 6,069
Outdoor - Moderate Use - Index 114, Population 4,123
07
 MEDIA OBJECTIVES
In order to compete with Ice Breakers and other We used the Ostrow Model to determine the best
competitors, Altoids will double its ad-spending National reach and frequency goals coming out to a
budget to $25 million for the upcoming year. To frequency of 2.3 and a reach of 60. We will pulse in
achieve the marketing goal of sales increasing by 20 Western spot markets during holiday seasons such as
percent, the majority of media spending will be allo- Christmas and Valentine's Day, equating our spot
cated into magazines for the next year. Ad spending reach goal to 70 and our spot frequency goal to 2.6.
with magazines will comprise 30 percent of total
spending, adding up to $7,461,700. Magazine vehi-
cles will include Better Homes and Garden, Cosmo-
politan, and Wine Spectator magazines.

As well as advertising, 19 percent of ad spending will

be divided equally into three separate radio daytime
spots allocating a budget of $4,779,200 per timeslot.
The three time slots we will focus on are the morning
drive, daytime, and evening. Of the total budget,
$1,750,100 will be allocated to a non-traditional
media source, the internet. Internet vehicles will take
up 7 percent of the total budget and will include
Amazon.com, Gmail.com, and Pandora.com. Televi-
sion will also be utilized by spending $5,864,800, or
23 percent of the budget. Outdoor advertising will
take up $4,378,100, or 18 percent of the budget.

08
C R E AT I V E
Positioning Statement:
Altoids will be positioned as a unique, but common,
household brand of mints that has nationwide recog-
nition.
Tagline:
The mints that make many merry. (Merry can be
switched out for other M adjectives to continue the
alliteration, for example: major, manly, magical,
marvelous, maternal, mature, maximum, meaningful,
memorable, mesmerizing, mighty, modern, modest,
monumental, motherly, motivated)
T H E M I N T S T H AT
MAKE MANY
ALTOIDS
Reasoning:
The goal is to make Altoids an approachable mint, a
mint that seems simple, a mint that is meaningful to
all. In order to achieve this, the main tagline will have
the last adjective be interchangeable to help keep
Altoids marketable in different regions, seasons,
media, campaigns, and advertisements. The allitera-
tion helps keep the tagline memorable and stick in
the minds of our target demographic, as well as other
possible consumers.
merry
09
 MEDIA
S T R AT E GY

10
SPOT MARKETS
Ice Breakers dominates the amount of dollars spent
in advertising with 53 million dollars, while Altoids
spends 7 million. A strategy that will help Altoids is to
hit the market on the Pacific West Coast with spot
markets that have the most potential for beating out
Ice Breakers. As a whole, The Pacific West Coast is the
highest population, with 4,447 and an index number
of 123. In that same area, Ice Breakers only has a
population of 3,216 and an index number of 106.
Altoids has a great opportunity in this spot market to
increase their sales, brand awareness, and to possibly
beat out Ice Breakers.
Los Angeles: Los Angeles makes up 5.63 percent
of the population and is 9 percent more likely to use
Altoids. This is a solid city that has a major population
that could be influential to focus on. They have a 42.3
percent estimated value when matched up with
other Pacific West Coast cities. Altoids has a great
opportunity to maintain awareness here and to bring
in more consumers.
San Francisco-Oakland-San Jose: The
San Francisco area makes up 2.37 percent of the
population and is 28 percent more likely to use
Altoids. This would be a great springboard into more
consumers because it has an estimated value of 18.19
percent; this shows that there is great awareness and
use of brand category in these cities.
Seattle-Tacoma: These cities make up 1.61
percent of the population and are 12 percent more
likely to use Altoids. This area has an estimated value
of 11.58, this shows there is great opportunity in
comparison to the other cities on the Pacific West
Coast . This area is worthwhile to the strategy
because it is outside of the California area.
Sacramento-Stockton-Modesto: These
cities make up 1.28 percent of the population and are
4 percent more likely to use Altoids. This area
presents Altoids with a great opportunity to increase
their brand awareness. This area is also shown to
have value due to the its estimated value of 9.22
percent.
Portland: Portland makes up 1.03 percent of the
population. Although Portland does not carry the
highest weight in population, it does have an
estimated value percentage of 7.1.There is value in
this city because there is room to increase brand
awareness. The category development index is high,
the brand development index is low, and Portland
has an index number of 101.
11
 MEDIA MIX
Magazine 35% - All year national - National
Holiday Pulsing (Heavy Use - Index 120)
Internet 23% - All year national (Heavy Use -
Index 119)
Radio 17% - All year national (Moderate Use -
Index 111)
TV 15% - All year national - National Holiday Pulsing
(Moderate Use - Index 112)
Outdoor 10% - All year national (Moderate Use -
Index 114)
12
The media mix that we recommend for Altoids is to
give magazine 35%, internet 23%, radio 17%, televi-
sion 15%, and outdoor 10% based off the index
number provided before. The heaviest users were of
magazines, which had an index number of 120,
therefore the focus of our media mix will be toward
magazines. The rest of the media is in order due to
their index number and population affected.
The strategy will be to do steady advertising
throughout the year. Altoids would like a higher visual
impact on their target audience so there will be
heavier pulsing during holiday seasons and months
for magazines and television. These holidays can
include, but are not limited to, Valentine's Day and
Christmas. The dates covered during these times can
include mid-January through February 14th, and
mid-November through the end of December.
E V- E S T I M AT E D VA L U E
The estimated value chart that was made focuses on
Household, Altoids Sales, and Category Sales. These
categories were chosen because they demonstrated
the best potential for Altoids. The estimated value
chart shows that Los Angeles is the top market out of
the seven West Coast cities with an estimated value
of 42.3 percent.
The five markets chosen are Los Angeles, San Francis-
co, Seattle, Sacramento, and Portland. Although
Portland has a slightly lower estimated value than
San Diego, due to the opportunity to increase brand
awareness, this was one of the five markets chosen.

EE V
V C
CHHA
ARR TT

13
 SOV- SHARE OF VOICE
The following chart shows the Share of Voice for four
of Altoids competitors in the year 2014. This chart
demonstrates how much spending was done by other
companies, and which mediums most of the spend-
ing went into. Out of all of the spending done by the
four competitors, Altoids was almost equal with Tic
14
Tac, but far behind Ice Breakers. Altoid spent 7 million
dollars toward advertising in 2014, while Ice Breakers
spent 53 million dollars. If Altoids wants to guarantee
they will not lose their spot in the top three of brand
sales, they will need to increase their ad spending
and spread it across more mediums.
MEDIA EXECUTION
After analyzing media consumption and different Web
vehicles, it would be most appropriate to focus on a Amazon.com- MRI 116
digital presence. Gmail.com- MRI 115
Maps.google.com- MRI 125
Altoids already has cemented itself in print advertis- Pandora- MRI 119
ing, and is going to branch out into web and televi-
sion as a means to further reach our target audience.

Some of the vehicles that will be focused on are listed

Magazine
Better Homes and Garden- MRI 111
to the right, followed by index numbers found on
Cosmopolitan- MRI 138
Mediamark Research Index.
Wine Spectator- MRI 123
People- MRI 110
Womans Day- MRI 127

TV
ABC Family- MRI 107
CNN- MRI 108
Food Network- MRI 112
TLC- MRI 107

15
 PROMOTIONS
Valentines Day
Altoids will implement heart shaped tins and mints.
The mints will include a saying on them similar to
Valentines hearts.
Hasbro/Deck of Cards
During this promotion, when you buy Altoids, it will
come with a handy deck of cards. The deck of cards
will fit easily in the Altoids case once the mints are
gone. Inside each box, on the roof of the tin, there will
be card game instructions to play with your family or
friends. This will be associating Altoids as a family
friendly company.
16
Christmas
During this promotion the tins will have mistletoe
designs on the them. Also, on the tin there will be a
To: and From: place to write names on the front. On
the back it will say Give the Gift of Fresh Breath. This
goes along with the slogan of Altoids being Curiously
Strong since the advertising has always been a bit
cheeky.
100 Year Promotion
On each tin there will be a balloon design that says
100 YEARS! HAPPY BIRTHDAY! In the inside of each
tin there will be testimonials submitted from consum-
ers. The submissions can be make through the web-
site online to increase the internet presence and
allow engagement with the brand.
BUDGET
For the upcoming year, Altoids will have a budget of
$25,000,000. Our agency previously determined to
allocate spending in magazines, radio, television,
outdoor and online. Based on research gathered from
Media Mark, our agency determined that the prima-
ry spending in our budget should be directed toward
magazines and radio. Altoids has had a minimal
digital presence in past advertising, it has traditional-
ly allocated the budget toward print. In order to
break into the digital market we will be directing 7
percent of the total budget toward online spending.
To increase reach and frequency on both a national
and spot market we recommend spending in televi-
sion and outdoor. Outdoor will be 50 shows during
spot market months with 25 shows during the rest of
the year. This budget plan will far exceed the reach
and frequency goals as listed in the media objectives.
A national reach of 82 and a national frequency of
3.0 with a national + spot reach of 94.5 and frequen-
cy of 16.7 is estimated to be achieved.

Budget for Altoids Media (National & Spot)

7.2%

Online
18.6%
30.9% Outdoor
Radio
Tv
19.6% Magazine
23.7%

17
 TEAM BIOS
John Erekson:
I am from Eden, Utah. I am a communication major
with an advertising emphasis. I am scheduled to
graduate with my bachelors degree in December
2017. I specialize in account management and
account executive work. I anticipate on interning in
the United Kingdom.
Mackenzie Jones:
I am from Orange County, California. I am a Commu-
nication major with an emphasis in Advertising at
Brigham Young University-Idaho. I currently work as a
Digital Marketing Coordinator at BrightOak Market-
ing. I love learning new advertising techniques in
class that I can apply to my job.
Misty Kempton:
I am from the small, yet charming town of Star Valley
Wyoming. I have a passion for advertising, clean
designs and social media campaigns. Having an
emphasis in public relations with a module in adver-
tising has helped me achieve and culture those pas-
sions. I will be graduating in April of 2017.
18
Brittany Lupton:
I am from Bad Kreuznach, Germany. I am a commu-
nication major with an public relations emphasis and
module in visual. I am currently the Agency Manager
at Soapbox Agency. I have started my own Etsy busi-
ness doing watercolor and calligraphy, and it is my
world. I want to own my own brick and mortar shop.
Wish me luck!
John Moore:
I am from Littleton, Colorado. I am an Advertising
Major in the Communications Department. I love all
things creative. Whether it be graphic design or going
through the brainstorming and creative process with
a team, I love it all. The day after I graduate (this
semester), we will welcome our first boy into the
home, followed shortly by a move to Parker, Colorado
to work on Marketing and Design for StormGuard
Exterior Restoration.
Joshua Williams:
I am Joshua Williams. I grew up outside of the coun
try for most of my life, but I consider Vienna, Virginia
as home. I will be graduating July 2017 in Communi-
cations with an emphasis in Public Relations. While
living in India, I had the opportunity to work at the
United States Consulate in Mumbai, India.
 D EE LL
APPENDIX

MOOD
Media Flight Plan: Altoids Case

W M
Martin, Dennis G., and Robert D. Coons. Media Flight
Plan:Altoids Case. 7th ed. Provo: Deer Creek, 2016.

OW
Print.

RO
Media Flight Plan. (n.d.). Retrieved December 02,

O SS TT R
2016, from http://mediaflightplan.com/student/

Media Flight Plan Book: Ostrow Model

Martin, D. G., & Coons, R. D. (2015). Media flight plan

O
7: A strategic approach to media planning theory
and practice. Provo, UT: Deer Creek Publishing.

Historical Perspective
Jones, Anne H. "The History of Altoids." LEAFtv. N.p.,
n.d. Web. 20 Nov. 2016.

"Altoids." Wrigley.com :: Altoids | Altoids Mints |

Altoids Smalls. N.p., n.d. Web. 02 Dec. 2016.

"Altoids: Made in America." Prepared Foods RSS. N.p.,

n.d. Web. 02 Dec. 2016.

MRI Sources:
2015 Spring Reporter Gfk MRI, Candy/Sweets/Snacks,
Mints, Reports, Altoids Brand. (2015, Spring).
Retrieved December 02, 2016, from https://www.gfk-
mrismartsystem.com/UniversityReporter/Report.aspx

19
A BYU-IDAHO
FALL 2016
BRITTANY LUPTON, JOHN EREKSON, JOHN MOORE,
JOSHUA WILLIAMS, MAKENZIE JONES, & MISTY KEMPTON