The creative brief outlines an advertising campaign to reposition the Altoids brand. It will target trend-conscious, social "do-it-yourself" individuals by convincing them that Altoids are a fashionable accessory that complements unique style. The redesigned packaging will come in multiple colors and textures. The campaign aims to position Altoids as an image and no longer just a mint.

2. Mad Fiction
Anthony Brazeau
Carah Culver
Jake Hayes
Rebekah Hollins
Kelsey Marcil

3. Altoids

4. Strategy Statement
The purpose of Altoids advertising will be to reposition Altoids as a
fashionable accessory by updating the packaging, logo, and
message. This will convince the target audience that Altoids will
complement their unique style.

5. Campaign Objective
This advertising will persuade the target that Altoids is a
fashionable accessory, not just a mint. The new Altoids packaging
is on-trend and will complement their unique style.

6. Creative Brief

7. Background/Overview
Altoids sales are sliding in the market, along with their popularity.
They want to stray away from the “Curiously Strong” campaign
and reintroduce their brand to the people.

8. Who are we talking to?
Individuals across a broad range of ages sharing the following
characteristics:
--The “Do it yourself” crowd.
--Image and trend conscious.
--Social.
--Enjoys trying new things.
--Eco-friendly.
--Crafty.
--Enjoys discovering new music.

9. What is the objective?
This advertising will convince the target to be proud of Altoids and
promote the brand through different forms of sharing. The
audience will be convinced that their image will be on trend, yet
original. Our target will collect these unique vintage
cases, because they will see Altoids as a fashion accessory as
well as a mint.

10. What’s the most important thing?
Altoids are no longer just a mint, they are an image that is also a
mint.

11. What are the supporting rational and
emotional reasons to act or believe?
 Emotional
The ownership of Altoids will help you achieve your unique
style. They will appear timely, but not bound by time. Fashion
goes full circle and whatʼsold is new.
 Rational
-Altoids are the only mint that compliment style.
-Altoids is a classical, with a 200 year old brand you canʼtgo
wrong; this is also because Altoids are the only int that com-
pliment style.

12. Personality of the advertising.
 Fashionably aged
 Serious
 Straight forward
 Honest.
 Unique
 Approachable
 Timeless

13. Mandatory Elements
The redesigned packaging will come in a series of multiple colors
and feels. A new tagline and possibly a new logo will become the
new face for Altoids, this will be done through advertising and
social media efforts.

14. Speed Stick

15. Strategy Statement
The purpose of the advertising is to reposition the Speed Stick
brand as the mature choice in the male grooming product market.

16. Campaign Objective
Speed Stick advertising will convince the target--hard-working
males in their thirties--that Speed Stick is the reliable, mature
deodorant that will get them through their busy day.

17. Creative Brief

18. Background/Overview
Speed stick currently has no market presence and is not viewed
as a com- petitor. They do not want to be paired up with Axe, Old
Spice, and other popular brands.

19. Who are we talking to?
Our target audience are hard working, active, social men in their
early 30ʼs. These individuals tend to not be flashy andare more
down to earth. They are comfortable with their image and are not
interested in gimicky products.

20. What is the objective?
Speed Stick advertising will convince the target-hard working
males in their thirties-that Speed Stick is the reliable, mature
deodorant that will get them through their busy day.

21. What’s the most important thing?
Speed Stick understands you have more important things to worry
about than gaining an image from the deodorant you use.

22. What are the supporting rational and
emotional reasons to act or believe?
 Emotional
Speed Stick has no frills, and does not want to appear childish.
These ads will remain straight forward.
 Rational
Speed Stick has more active ingredients, it simply works.
This brand remains affordable.

23. Personality of the advertising.
 Down to Earth
 Simple
 Direct
 Honest
 Wise
 Rough around the edges

24. Mandatory Elements
The logo and URL.