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, even the windows in the Altoids Chocolate Shoppe, prime purveyor of their devilish chocolate mints, have been judiciously darkened.
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. All it needs is a cross-brand relationship with Lelo and it’ll really be in business.
