Altoids Media Plan

AGENCY OVERVIEW
At Evoke Media we strive on a daily
basis to provide our clients with the
most comprehensive and creative
media plan in order to stay competitive
and relevant in the ever growing
business world. With our cultivated
network of team members and diverse
skill set, we help our clients stay
connected and paint a picture in the
minds of consumers worldwide.
1

TABLE OF CONTENTS
SITUATION ANALYSIS..............................4
Brand Analysis
Target Audience Analysis
Competitive Analysis
SWOT Analysis
MEDIA OBJECTIVES & STRATEGIES.......31
Objectives
The Big Idea
Target Audience & Media Mix
Geography
Sales Promotions
Scheduling and Timing
Media Budget
APPENDICES...........................................63
2

EXECUTIVE SUMMARY
Dating back to 1780, Altoids established themselves as one of the premiere mint brands.
The brand was created by the London-based Smith & Company in the 1780s, and later
became part of the Callard & Bowser company in the 19th century. Even with this tran-
sitional period, Altoids still has been recognized as one of the most premiere mint brands
due to their exotic minty flavors and brand recognition. Altoids offers various flavors
through their primary ingredients of sugar or sorbitol.
Even though many individuals have previously purchased Altoids and are aware of the
brand, it is not their first choice when the crave a breath freshening product. We are
focusing our campaign on Men and Women from the ages of 35-54. More specifically,
we will be implementing a year long national campaign with spot heavy ups in an effort
to have mint users become more familiar with the Altoids brand.
Our campaign is designed to seize the attention of environmental friendly people who
are also strong willed and willing to be successful in life. We want to capture those pow-
erful people who have the confidence to stand out in a crowd and be strong willed.
These people are also familiar with social media and heavily involved in sporting events.
3

BRANDANALYSIS
Altoids is a classic American mint brand known for the powerful flavor of their mints. The
strength of the mints flavor is due to a high concentration of peppermint oil, which inspired
their nearly 100 year old slogan “The Curiously Strong Mint.” Altoids were first introduced to
treat stomach pains in 1780 by Smith Kendon, founder of the London based Smith & Com-
pany. They were originally marketed to treat stomachaches and didn’t become available in
America until 1920, when consumers began to shift the usage of the mints away from medical
purposes to more of a breath freshening treat. In the mid-1800’s Smith & Company’s owner-
ship was taken over by Callard and Bowser. Wrigley of Chicago then purchased ownership of
the brand in 2004 for $1.5 billion. Altoids continues to hold a steady position in the mint indus-
try with their bold and classic brand image.
5

CURRENT BRAND SITUATION
According to our research, as of 2015 Altoids is the second leading mint brand in the United
States. This study additionally confirms that 10.48% of American households use Altoids. For this
same year the recorded total Altoids sales in the US was $97,400,000. The Altoids brand is cur-
rently owned by Wrigley, which is headquartered in Chicago, Illinois and employs approximately
15,000 associates globally. The company is a subsidiary of confectionary giant Mars Incorporat-
ed, which boasts net sales of over 35 billion and employs 80,000 associates worldwide. The com-
pany is headquartered in Chicago, Illinois and employs approximately 15,000 associates globally.
6

CURRENT CATEGORY SITUATION
As a group, we believe Altoids are a strong competitor in the mint market. This category is outlined as products
that satisfy the consumer’s need for “fresh breath”, long lasting taste and cleanliness hygiene. Brands in this
market show that “Sales of mints and breath fresheners, have been on the rise since 2010 and are anticipated
to continue rising through 2020, with sales of mints growing an estimated 34.7% from 2010-20” (Mintel). This
data supports the claim that mints are here to stay. Almost all sales of mints including Altoids are inexpensive
that range from “ .99 cents to $1.50”(Target”) per pack. Most individuals have enough disposable income to
obtain this product.
Currently in the world, the sale of mints has last increased by 6% on Easter 2016. (Statista) This statistic outlines
the growth of the product class (Mints) therefore, many competing brands will look to take a competitive ad-
vantage in this market. Products to make mints are relatively inexpensive therefore this market is foreshadowed
to stay stable.
There are many competing brands in this products class that try to distinguish themselves differently from one
another. The demand for mints stays pretty constant throughout the year and don’t increase much around the
holidays. There are many different trends that affect mints/Altoids that we will later discuss through our project.
Most recently, the sales of mints have been pretty constant.
7

THE 4 C’S
1.CONSUMERWANTS & NEEDS
2.COST
3.COMMUNICATION
4.CONVENIENCE
8

CONSUMERWANTS & NEEDS
The Altoids Product
Altoids offers many different flavors and varieties of their breath mints. Peppermint, Wintergreen, Cinna-
mon, and Spearmint are the original mint flavors that are sold in a 1.76 ounce tin. Altoids has an “Arctic”
line of mints which includes Peppermint and Wintergreen flavors in a 1.2 ounce tin. The brand recently ex-
panded to include sugar-free mints in miniature tin containers known as “Sugar-free Smalls”. These flavors
include Peppermint, Wintergreen, and Cinnamon in a 0.37 ounce tin. The Altoid recipe includes a large
amount of peppermint oil which creates the powerful taste of the mint. One of the most unique charac-
teristics that Altoids obtains is the packaging they use. The tin containers that Altoids are sold in adds to
the mint’s charm. The tins are mess free, portable, and reusable, making it suitable for the consumer.
How Altoids Meets Consumers’ Wants and Needs:
The Altoid consumer is generally someone who is living a sophisticated and largely urban lifestyle. They
are people who are independent and prefer the strong flavors of a more potent mint. With the tin pack-
aging, Altoids appears to be resilient thus giving consumers the idea that they are their own decision
makers. Altoids satisfies the need for a powerful mint while offering a variety of different flavors for ev-
ery consumer’s tastes.

Altoids products offer consumers a powerful breath mint to satisfy the constant need for something fresh.
The quality of the product compared to the price for this potent mint means that Altoids offers a strong
mint at an inexpensive price. Altoids meets our consumers wants and needs, and fulfills them.
9

COST
Cost of Switching to competitors:
In comparison to its competitors, Altoids are within the
same price range. A pack of Altoids will cost roughly
$1.69 and a pack of Ice Breakers will cost roughly
$2.09. A 1.76 ounce container of Altoids is priced at
$1.69 in comparison to a 1 ounce container of tic tacs
which is $1.17. Altoids tend to be less expensive per
ounce than other brands in the mint category which
makes it a strong competitor. Altoids is a brand that is
known as a convenient and powerful mint. These char-
acteristics matched with a low cost, sets the brand up
for great success.
Cost of time in acquiring the product:
The cost of time in acquiring Altoids is relatively similar
to its competitors. Altoids are available in a variety of
locations around the United States within convenience
stores, supermarkets, and retail stores such as Walmart
and Target. Because Altoids are available in various
locations, it is not difficult for a consumer to come
across the brand.
10

COMMUNICATION
The Altoids website provides consumers with the means to discover new information, interact with the brand
and communicate with the company. The website details the history of Altoids, displays the brand’s collec-
tion of mint flavor options, and provides nutritional information. It also contains information about where to
purchase Altoids, provides the ability to review the brand and offers consumers links the Altoids store and
the brand’s Facebook page. Although the brand’s social media presence is limited to Facebook, the page
is frequently updated and consistent with their recent advertising campaigns. Altoids’ ad campaign strategy
has been previously seasonally based, which is reflected in an ad on the brand’s Facebook page that em-
phasizes the back to school experience with the tagline “School of Hard Knocks”. The page also featured an
ad promoting the brand’s Wintergreen flavor during the summer months with the tagline “Not Going Any-
where”, reflecting the consumer’s ability to purchase the mints all year regardless of the flavor’s correlation
with winter. Altoids continues to heavily rely on their 20 year old “Curiously Strong Mints” campaign that
features a variation of vintage looking prints with their tagline. These advertisements reinforce the brand’s
old-school authenticity, communicate with consumers and remind them that Altoids is one of the few classic
mint brands still in the business.
11

CONVENIENCE
Altoids can be found in most basic grocery stores and
pharmacies including Walmart, Target, CVS and many
more. The majority of these retailers carry the brand
nationwide making it easy for consumers to stop into
their local grocery store or pharmacy and purchase
Altoids. Some of Altoids’ more specific product lines
such as their “Sugar-free Smalls” and the “Arctic” line
may only be sold in some retailers regionally, which
might limit the consumer’s ability to purchase the types
of Altoids that appeal to them most. In general, the
Altoids brand and product lines are commonplace
and relatively easy to find and purchase.
12

ECONOMIC & SOCIETALTRENDS
Today’s societal environment is built from a network of trends, values and social characteristics that can influ-
ence the sales of Altoids and the product class of mints. In recent years there has been an upward trend of
popularity and awareness surrounding sustainability and eco-friendliness. In a 2014 Statista study examining
guilt associated with acting unsustainably, an average of 52% of participants in our target age range re-
sponded that they feel guilty when they do something that is not environmentally friendly. Awareness involv-
ing society’s impact on the environment and climate is on a steady incline, and sustainable or eco-friendly
products are becoming more widely available. The Altoids brand is widely known for the metal tin that pack-
ages the mints and are reusable or easily re-purposed in a variety of ways, which we hope will speak to our
eco-conscious target market.
13

ECONOMIC & SOCIETALTRENDS
An additional trend to examine is the relationship between the constantly shifting economy
and consumer allocation of discretionary income. Although the economy is on an upward
trend after the recent recession, consumers are more likely to be cautious with their spend-
ing as a result. Financial concern could influence a consumer who would be normally likely
to purchase a pack of Altoids on impulse to choose to save the money instead. Or, on the
contrary, consumers with limited financial means may choose to buy the mints as a source of
pleasure that they can afford. Research suggests that consumers are more likely to purchase
Altoids during large pantry stocking trips to the grocery store rather than singularly purchas-
ing the product. (Info Scout) Altoids could take advantage of this insight by stocking Altoids
distinguishably by the cash registers with a display meant to differentiate the mints from its
competitors.
14

GEOGRAPHIC INFORMATION
Through our research we found specific locations around the United States
that contain a great amount of potential for sales of Altoids, most specifically
on the East and West Coasts. For example, in the Bakersfield market, consum-
ers are 23% more likely to purchase Altoids the the average population with
a BDI of 123. Likewise in the Rochester New York market, consumers are 5
% more likely to purchase Altoids then the average population with a BDI of
105. Laredo, Los Angeles and Las Vegas are also other areas with high index
numbers for Altoids. According to Laredo Texas with a BDI of 101 and CDI of
117, consumers are 1% more likely to purchase Altoids than the average con-
sumer and 17 % more likely to buy mints than the average person. It’s bene-
ficial to closely watch this market, as data shows that these area populations
are likely to be heavy mint users. Therefore, we need to create more brand
recognition of Altoids in this area. In Los Angeles, there is a BDI of 109 and a
CDI of 108. Consumers in this area are 9% more likely to purchase altoids than
the average person and 8% more likely to purchase mints than the average
person. This specific area is a good area to target because consumers enjoy
purchasing mints more than the average person. In Las Vegas Nevada, there
is a CDI of 112 and a BDI of 101. People are 1% more likely to purchase al-
toids than the average person and 12% percent more likely to purchase mints
than the average person. All in all, we think targeting the East and West coasts
holds great potential for Altoids.
15

COMPETITIVEANALYSIS
Evoke Media chose two competitors for Altoids,
those being Icebreakers and Tic Tacs. These com-
petitors are leading and well-loved brands in
the breath mint industry and enable competitive
analysis of each company. Icebreakers and Tic-
Tacs were additionally found to be most popular
with our target audience. Secondary competitors
for Altoids would include products such as breath
spray, gum and mint candies.
16

COMPETITOR:ICE BREAKERS
Ice Breakers are a brand of breath mint first produced by Nabisco
in 1996, then obtained and introduced to Hershey’s gum and mint
portfolio in 2000. The mints are packaged uniquely in a plastic
disk-shaped container with two openings, giving the consumer the
option of whether “to share” or “not to share”. They are offered in a
variety of flavors including peppermint, wintergreen, and cinnamon
as well as their “Fruit Sours” flavor lines. Hershey’s products are
available worldwide and captured over 44% of the market share
in 2014, giving the company an outstanding position on the U.S.
chocolate industry.
17

COMPETITOR:ICE BREAKERS
Ice Breakers Media Mix:
Ice Breakers media mix is heavily concentrated on syndicated television, making up 53% of their ad spending.
Ice Breakers also spends heavily on cable television, which takes up an additional 38% of their advertising
budget. In addition, Ice Breakers spends 7% of their advertising dollars on network television. Spot televi-
sion and business-to-business each account for 1% of advertising spending. Ice Breakers total media spend is
531,449,000, vastly larger than the total media spend of Altoids and Tic Tacs. Ice Breakers advertises every
month throughout the year, concentrating more heavily in the months of May through August, as well as most
heavily spending in December.
Ice Breakers Creative
Although Ice Breakers has traditionally focused on
advertising simple product functionality and benefits,
they released their “Break Through” ad campaign
on April 9th, 2016. It was designed to encourage
consumers to embrace confidence and turn it into
action. The ad released on April 9th, also known as
Unicorn Day, and featured a unicorn with blue spots
as the face of the Ice Breakers brand. They’ve since
increased their social media presence on Twitter
and Facebook with more posts relating to the ad
campaign.
18

COMPETITOR:TICTACS
Tic Tacs are a brand of breath mint owned and produced by the Italian manufacturer Ferrero, which
claims the title as the third biggest chocolate producer and confectionary company in the world. The
mints were originally introduced under the name “Fresh Mints” which was changed to Tic Tacs in 1970
to reflect the distinctive sound of the mints rattling in their container. Tic Tacs are offered in flavors such
as spearmint, peppermint, powermint and a variety of fruit flavors. Tic Tacs are packaged in transpar-
ent plastic containers and are also offered in convenience and drugstores.
19

COMPETITOR:TICTACS
Tic Tacs- Media Mix:
Tic Tacs media mix is extremely focused on cable television, which accounts for 92% of their advertising spending.
Internet display accounts for 4% of ad spending, while business-to-business makes up an additional 3% of the spent
ad budget. Lastly, online video accounts for 1% of advertising spending. Tic Tacs total media spend in 2014 was
70,133,000. Their ad spending spikes from zero in March, continuing low levels of spending each month until the
end of August.
Tic Tacs Creative:
Tic Tacs partnered up with the Martin Agency in 2015
to create a new brand strategy and message, which
resulted in the unveiling of their “Go Little” campaign.
The campaign urges consumers to lightheartedly ap-
preciate the little things in life and features animat-
ed video shorts of the mints partaking in various big
adventures. Tic Tacs had previously been using their
2012 “Shake it Up” campaign, which emphasized tak-
ing basic negative human truths and “shaking them
up”. In recent years Tic Tac has partnered with highly
publicized movie releases such as Despicable Me, for
which they released limited edition “Minion” tic tacs.
The mints were designed to look like minions and
featured banana and passionfruit flavors.
20

SEASONALAD SPEND: ALTOIDS & COMPETITORS
21

COMPETITIVE MEDIA EXPENDITURES
22

COMPETITIVEANALYSISWRAP-UP
WHAT DOESTHIS MEAN FORALTOIDS?
Due to the competition, Altoids has to dramatically increase advertising and promotions
in order to increase their brand awareness. Its main competitor right now is Ice Breakers
since they are both at a similar data percentage for Share of Voice as well as Share of
Market.
23
When stacking Altoids up against its competitors, we noticed a number of things that could indicate or influ-
ence brand position. The first thing we analyzed was Altoids’ media mix in comparison to that of Tic Tacs and
Ice Breakers. Altoids uses an extremely heavy magazine medium concentration at 92%, with virtually no other
substantial media. Tic Tacs and Ice Breakers, in comparison, most heavily advertise through cable television
and syndicated television respectively. This could lead to low comparative levels of brand awareness for Al-
toids for the portion of targeted consumers that don’t regularly read consumer magazines, whereas television
is a more universal and recognizable medium. The next thing we analyzed was Altoids’ share of voice, which
accounted for 11% of total advertising between the three competitors. With Tic Tacs at 10%, both brands are
largely shadowed by Ice Breakers, which accounts for 79% of advertising between the three brands. This
exemplifies the weakness of Altoids’ advertising efforts in comparison to a given mint competitor. We addition-
ally analyzed the overall share of market between the three brands, with Altoids accounting for 24% of total
sales. This puts Altoids considerably behind Tic Tacs at 43% and Ice Breakers close behind at 33%. Analyzing
the brand position of our competitors helped us to narrow down Altoids’ comparative weaknesses, increased
our knowledge of the category market and helped identify areas for growth.

TARGETAUDIENCEANALYSIS
Segmentation
For Altoids, we want to target consumers who are already heavy mint users. Whether it is mouth wash, pep-
permints, or gum, these consumers are already aware of brands simliar to Altoids. These consumers are already
aware of the benefits of mint products. We want to better understand how this segment of consumers interacts
with the world, how they consume media and which mediums are most effective when reaching them so we can
make them more aware of the benefits that Altoids has to offer. Our goals are to reach these consumers of mints,
make them aware of the Altoids brand, and how Altoids differs from other brands in the category. After our me-
dia plan is in place, our objective is to build Altoidsí brand awareness by 10 percentage points to 45% and raise
Altoids mint sales by 20%.
For Altoids, we specifically wanted to target consumers who already are Altoids users, as well as those who pur-
chase breath mints in general. These consumers are already aware of the benefits of Altoids as a brand, or they
are aware of the benefit of spending more for a quick breath freshener. We want to better understand who our
target is as consumers, how they consume media and which mediums are most effective when reaching them. We
used both primary and secondary forms of research in order to determine which target markets were best for
us to target in terms of demographic, psychographic and behavioral information. Based off of MRI research, the
indexes for gender were around the same so we decided not to target a specific gender. We decided to take a
look at different demographic data such as completed education and income. We found that men and women
who have gotten a college degree or higher education are 22% more likely than the average population to be
an Altoids user. Additionally, those who have a salary of $100,000+ are 37% more likely than the average pop-
ulation to purchase Altoids. And they are 12% more likely than the average population to have a child and are
14% more likely than the average population to live in the first-tier city. Through this research, we concluded that
working men and women ages 35- 54 are our perfect target audience, with both age groups over-indexing for
being Altoids users and consumers of breath mints. We need to understand what our target knows about Altoids
in order to increase brand awareness and sales by our goal of 20% by next year.
24

TARGETAUDIENCEANALYSIS
Primary Research
In order to gather more information on the stances of Altoid con-
sumers we conducted interviews over the phone with people in
our target audience. Our goal was to to select twenty people,
both female and male and find out their viewpoints regarding
the mint industry, specifically Altoids. We were able to accomplish
this by interviewing 12 Women and 8 Men between the ages of
35-54. We asked questions based off what we thought would
be relevant to our goal. Our goal was to find out If people enjoy
purchasing altoids. We asked various family members and friends
within our target audience. Our questions included: “What is your
“go to” mint brand?,” “How many times have you purchased
altoids in the past month?,””What do you look for in a mint?,”
“How often do you purchase mints?,” “Where do you purchase
mints?,” “In what situations do you use mints?” We believe we
were very successful with our primary research because it gave
us an insight into the mint industry. We felt very comfortable and
the results were pretty close to how we thought people answer.
25

CONSUMER INSIGHTS
Consumer Insights
“The Sophisticated Sightseer” profile includes men and women between the ages of 35 and 54, and our
research suggests that this demographic is already composed of heavy mint users. Education-wise, they hold a
college degree at the very minimum and make at least $100,000 annually. This category is made up of
intelligent men and women who are likely to have pursued a degree in business or professional studies. The
Sophisticated Sightseer is eco-conscious, trendy, and enjoys traveling for leisure and business. They also
We conducted secondary research to choose our target market age range of 35-54. We chose this age range
by combining the two segments that indexed the highest for being heavy mint users, these being the (35-39)
indexing at 131 as well as the (40-44) segment indexing at 111. We found fairly even indexes for likelihood to
be heavy mint users between men and women aged 35-54, with women indexing at 108 and men indexing at
106. Based on that conclusion, we decided to include both men and women in our target audience to increase
our reach. We additionally concluded that our target market is likely to have pursued degrees in business man-
agement and finance as well as sales, with respective indexes of 126 and 153. Our target market is also highly
eco-conscious, indexing at 153 for likelihood to use environmentally friendly products and 135 for participation in
environmental groups or causes. Lastly, our target market considers themselves to be trendy with an index of 123
and also indexes high at 212 for attending sporting events (see appendix for more details).
26

TARGETANALYSIS
“The Sophisticated Sightseer” profile men and women between the ages of 35 and 54, and our research sug-
gests that this demographic are already heavy mint users. Education-wise, they hold a college degree at the
very minimum and make at least $100,000 annually. This category is made up of intelligent men and women
who are likely to have pursued a degree in business or professional studies. The Sophisticated Sightseer is
eco-conscious, trendy, and enjoys traveling for many purposes in their free time. Sophisticated Sightseers have
refined taste and elevated social status, and enjoy traveling as well as attending large sporting events.
We conducted secondary research to choose our target market age range of 35-54. We chose this age range
by combining the two segments that indexed the highest for being heavy mint users, these being the (35-39)
indexing at 131 as well as the (40-44) segment indexing at 111. We found fairly even indexes for likelihood to
be heavy mint users between men and women aged 35-54, with women indexing at 108 and men indexing at
106. Based on that conclusion, we decided to include both men and women in our target audience to increase
our reach. We additionally concluded that our target market is likely to have pursued degrees in business man-
agement and finance as well as sales, with respective indexes of 126 and 153. The Sophisticated Sightseer’s
heavy interest in travel is proved by indexing at 189 for foreign business travel and 200 for business or vaca-
tion related domestic travel. Our target market is also highly eco-conscious, indexing at 153 for likelihood to use
environmentally friendly products and 135 for participation in environmental groups or causes. Lastly, our target
market considers themselves to be trendy with an index of 123 and also indexes high at 212 for attending sport-
ing events.
“The Sophisticated Sightseer”
27

TARGETAUDIENCE PROFILE
Laura is a 41 year old sales representative living
in Brooklyn, NY. Laura is very fashionable and
loves to stay up to date on the latest NYC trends.
Laura is very open-minded and eco-conscious, so
she takes care to use products made from recy-
cled materials whenever possible. In her spare
time Laura loves to browse the web, explore the
city and brunch with her friends at NYC’s most
exclusive spots. Laura is an avid sports fan, com-
bining her love for travel and sports with annual
trips to attend the PGA Tour and Wimbledon
for the US. Open. Laura is always on the move,
so she appreciates the convenience and quality
ingredients offered in Altoids for when she needs
a quick breath refresher.
Laura
28

SWOT
STRENGTHS
-Altoids offers many different flavors and vari-
eties of their breath mints.
-Been around since the 1780’s
-Appealing packaging
-Recognizable product
WEAKNESSES
-Many customers aren’t aware of their entire
product line
-Altoids aren’t up to date with their social media
game
-More expensive than similar products
-Clutter: Many competing Brands
OPPORTUNITIES
-Increased awareness of environmental issues:
Green Campaign
-Increase use of social media around the
country
THREATS
-Many competitors in their category
-Switch rates from in-store shopping to online
shopping
29

KEY CHALLENGE
KEY INSIGHT
The biggest challenge faced by Altoids is brand awareness. Our consumers
aren’t aware of Altoids’ unique personality that comes along with the product.
Our target audience is made up of highly educated, successful and ambitious
individuals. In order to uphold their high social status, these consumers are more
likely to buy a product with a powerful brand image that they can personally con-
nect with over regular fruity mint brands.
30

MEDIA OBJECTIVES &
STRATEGIES
31

THE BIG IDEA
Behind every successful person, there is a
powerful partner. That’s Altoids. It’s always your
supporter who has your back whenever and
wherever you are. Altoids’ gives you the
confidence to stand out from the crowd and
build a good relationship with your clients and
colleagues. A more optimisitic, and more
successful lifestyle, that’s what Altoids provides
for you. This powerful mint allows you to be the
most powerful you.
The powerful mint, for the
POWERFUL
you.
32

OBJECTIVES
Target Audience & Media Mix:
To create brand awareness for men and wom-
en ages 35-54, who already heavily consume
mints but don’t necessarily choose Altoids. To
reach the our target audience, we will feature
various mediums in our plan, including mag-
azines, television, radio, internet, and out-of-
home advertising.
Scheduling & Timing:
To conduct a national and spot campaign
with heavy ups in selected areas listed above
in March, August, December 2017. This pulsing
schedule is in order to create buzz and brand
awareness nationally as well as these cities.
Heavy-ups also occur when specific mediums
have heightened viewership.
Reach, Frequency and GRP’s:
To launch a national and spot pulsing
campaign focusing on prioritizing frequency
over reach. It will achieve a reach of 80, a
frequency of 4.8, and 384 GRPs during the
heavy-up months of March, August, and De-
cember 2017. During the rest of the year we
are looking to obtain a reach of 70, frequency
of 4.3, and 301 GRPs, in order to avoid wear-
out and keep our budget within a reasonable
standard.
Geography:
To implement a national and spot campaign.
Our spot markets will include Bakersfield, CA,
Las Vegas, NV, and Los Angeles, CA due to
high Category Development Index. We will
also be running a spot campaign in Augusta,
GA, New York, NY, and Charlotte, NC.
Budget:
To carry out a medium plan with a
$25 million dollar budget.
33

MEDIA MIX:TELEVISION
Strategy:
Television is a great medium for us to advertise on during our campaign for Altoids. As stated by the client,
they want us to allocate at least 5 million dollars to television from our budget. An index of 129 for total TV
usage of heavy altoid users exemplifies that people who heavily consume altoids are 29% more likely to also
be heavy TV users. Therefore, we need to be able to advertise efficiently to this market. Our Audiences of
our shows demonstrate that they take their programs very seriously because they index high. We will run a
campaign focused on three Network Prime Time television shows that air on different networks in order to
reach many demographics. We will also advertise on some syndicated shows in order to obtain a higher
reach and frequency.
We chose to advertise on three very popular shows that our target audience is familiar with. They include;
Scandal (ABC), Dateline (NBC) and Modern Family (ABC). Our television campaign will begin in late August
right before these shows premiere for their new start of their seasons. All three shows highly index for our
target market which are 35-54 year olds.
35

MEDIA MIX:NETWORKTELEVISION
Scandal
The political thriller television show “Scandal” follows the life of Olivia Pope, a former
White House Communications Director who goes on to start her own crisis manage-
ment firm. Olivia is highly educated, witty and always dressed to the nines, so she is
sure to resonate with our sophisticated and trendy target market. With an index of
115 for the Sophisticated Sightseer and a rating of 1.8, Scandal is a great choice for
our campaign.
Modern Family
The American family television series “Modern Family” follows the lives of 3 structur-
ally different families with a lot of love for each other. Parents Claire and Phil have
3 high-school aged children and struggle to relate to them on a “cool” level, while
gay couple Cam and Mitchell navigate their own family situation with their adopt-
ed daughter. Adding to the mix is Cam and Claire’s father Jay and his Colombian
wife Gloria, along with Gloria’s son Manny. This witty series is sure to appeal to
our open-minded target market’s sense of humor, which is proved by its index of 131.
With a rating of 2.2, Modern Family is bound to be a hit.
Dateline
Lester Holt hosts this intriguing news magazine that delivers in-depth coverage of
news events and investigates subjects of all kinds. NBC news correspondents probe
crimes, trends and issues to present long segments, and sometimes full one- or two-
hour broadcasts. With an index of 114 and a 1.2 rating, we think this program will
resonate with our highly educated and business oriented target audience.
Network Television:
36

MEDIA MIX:CABLETELEVISION
Early Morning
SportsCenter is a daily sports news television program on the ESPN network. The show
airs up to twelve times a day and discusses sporting events as well as provides commen-
tary, analysis of upcoming games and global sports news. SportsCenter indexes at 149
with our target audience, and we think it’ll be a popular show to advertise our campaign
due to our target audience’s sports-related interests.
Late Fringe
HouseHunters is an HGTV series that follows and documents the real estate
process of buying a home. The buyer narrows their list of options down to three
homes that they compare and contrast throughout each episode, finally deciding
on one of the three properties. With an index of 154, we think House Hunters is a
perfect option to target our market.
Primetime
Million Dollar Listing is a show following the lives of several young real estate agents as
they negotiate selling high-value properties in Los Angeles. This show indexes high at 173
for our target audience, and we think it’s a valuable choice to attract the financially flush
Sophisticated Sightseer.
37
Cable Television:

MEDIA MIX:SYNDICATEDTELEVISION
Everybody Loves Raymond
We chose the American sitcom Everybody Loves Raymond to advertise
our campaign, which indexes at 140 with our target audience. The show
details the life of Ray Barone, a successful sports writer who lives across
the street from his meddling family. We believe that this show will be a
successful medium to garner attention from our sports-oriented target
audience.
Seinfeld
Our additional choice is the beloved American sitcom Seinfeld, which
was in the top 25 most popular syndicated TV shows as of 2016 and
indexes at 153 for the Sophisticated Sightseer. Seinfeld follows the crazy
lives of four single friends living in New York City, and we think it will be a
successful medium for our campaign.
38
PGA Tour
We chose to advertise on the PGA Tour when it airs on television, which
indexes at 141 with our target audience. We considered this a great
medium to use for our campaign due to the Sophisticated Sightseer’s
high index of 212 for attending sports events, even more specifically, PGA
related events. The PGA tour is bound to be a fan favorite with our target
market, and hopefully so will our ad campaign.
Syndicated Television:
Spot Television:

MEDIA MIX:TELEVISION
Buying Television:
We will be allocating 54% of our budget towards television advertisements, which amounts to $13,018,300
of our total budget of $25,000,000. Broken out, we will spend 5.2% ($1,258,100) on Net TV-Daytime,
4.9% (1,183,600) on Net TV-Sports, 15.5% (3,730,600) on Net Cable-Daytime, 22.3% (5,368,400) on Net
Cable-Prime, and 4.8% (1,153,700) on Natl Syndication.
According to our consumer media use index our target audience is middle-aged and are heavy televi-
sion viewers, with specific interests in sports, cooking and generally popular shows. Using this information,
we decided to allocate a significant portion of our budget to television. These buys will generate a total
of 2934 GRPS. Additionally, we will be allocating 1.3% of our budget towards spot TV-Daytime, which
amounts to $323,900 of our total budget of $25,000,000. We decided on media buys in Spot TV to effi-
ciently target our 12 spot markets and increase our target market’s awareness of the campaign.
39

MEDIA MIX:MAGAZINES
Strategy:
Magazines are a great medium to utilize for our Altoids campaign. Magazines will reach our target market
easily due to the high pass along rate and the extensive creative opportunities that comes along with this medi-
um. Magazines are a reserved luxury for our consumers who are willing to spend the extra money each month.
Our target audience has a high household income as previously mentioned which is why spending more for mag-
azines is not an issue for them. We chose to share our advertisements for Altoids with magazines that appeal to
a luxurious, trendsetting lifestyle as well as some of our target audience’s interests.
GQ Magazine
Circulation: 824,334
Index: 197
InStyle
Circulation: 1,810,539
Index: 176
Forbes
Circulation: 932,884
Index: 164
40

MEDIA MIX:MAGAZINES
GQ Magazine is a great source to reach the men in our target market because they value
a higher education and income, much like many readers of GQ. The magazine focuses on
style, the culture of men, and travel which are all interests to the men in our target. In our
research we learned that through a high index of 190 that foreign travel is an interest for
our target audience and through an index of 123 our target considers themselves to be
trendy. Many men in our target audience keep up with the latest trends and look to GQ
for fashion and travel advice.
With a circulation of 932,884 and indexing high at 164 for our target audience, Forbes
Magazine is a stand-out magazine to attract valuable attention to our campaign. Our
target audience has very sophisticated style and indexes high at 124 for reading about
new technology products, which is a frequent topic of articles in Forbes. Forbes’ high class
reputation and business-related content is sure to strike home with our target market.
InStyle is a great medium to use to speak to the heavy concentration of fashion interest
in our target market, as they index high for clothing fashion at 150. The fashion magazine
features indexes at 176 with our target audience and features style tips, trends and
beauty tutorials. Our target audience also indexes high at 123 for mixing and matching
fashion designers and considers their style to be trendy. With a circulation of 1,810,539 we
believe InStyle will be a successful medium to promote our campaign.
41

MEDIA MIX:MAGAZINES
Buying Magazines:
We will be allocating 1.4% of our budget towards magazine advertisements,
which amounts to $324,900 of our total budget of $25,000,000. We de-
cided to have media buys in GQ and Forbes all year long in order to raise
target audience awareness for our campaign and correlate with our TV
show strategy.
42

MEDIA MIX:RADIO
Strategy:
We have chosen these specific radio stations to target for a variety reasons, all of which support targeting our
specific market. We found that the radio genres Adults Hits (128), Adult Standards (136) and Urban (184) indexed
relatively high for our target market and seemed to fit our audience profile, which influenced our spot radio choices
within our target market DMAs. We additionally advertised through spot radio for the DMA locations that aligned with
our Out of Home placements and events. We think our Spot Radio is a tasteful and valuable choice in targeting and
refining our audience.
43

MEDIA MIX:RADIO
Buying Radio:
We will be allocating 2% of our budget towards spot radio, which amounts to $484.1 of our total budget of
$25,000,000. We decide to have media buys in Spot Radio firstly because it is an effective medium for in-
creasing frequency, as well as efficient in targeting our chosen DMAS. We also aim to gain refined attention
through spot radio in the places that correspond with our out of home buys.
44

MEDIA MIX:INTERNET
Strategy:
We have found that Altoid users in our target audience are always looking to go on trips by using websites to
plan their vacations. Travelocity, Tripadvisor and Hotels.com are free websites that are user friendly in finding
out information about certain destinations. They provide you with quick efficient data in determining where you
want to go. Users of these websites are provided feedback from other users in determining what they liked
or disliked regarding vacations. Additionally these websites are user friendly and you’re able to access them
through your tablet, smartphone or computer.
We want to team up with these websites by placing specific promotions on their website. For example, if
someone purchases specific traveling items, they will receive special offers for Altoids. This can include, free
Altoid’s Tshirts or even free mints for a month.
45

MEDIA MIX:INTERNET
Buying Internet:
We will be allocating 29.9% of our budget towards digital national advertisements, which amounts to
$7,199,800 of our total budget of $25,000,000. We decide to have media buys in Ad Networks - Run Of
Network, Ad Networks - Demo Targeted, Video Networks, Publisher Video Sites Mobile, and Social (Twit-
ter, Facebook, Instagram) in order to more effectively publicize our campaign. We chose these mediums in
response to our target audience’s high interest in using mobile to purchase products and social media to
follow the latest news and trends.
We will be allocating 0.2% of our budget towards digital national advertisements, which amounts to
$60,000 of our total budget of $25,000,000. We decide to have media buys in social media and SEO to
garner attention from our target market, as they display high interests in using mobile to purchase products
as well as social media to follow news and trends.
46

MEDIA MIX:INTERNET
We have found that Altoid users are frequently using Evite.
com for invitation purposes. Altoid users index very high at 419.
Evite.com is a great website that is free and userfriendly for
sending invitations out to indivisuals. We believe by advertising
on this website, it will enable us to create brand recognition
through the consumption of Altoids.
47

MEDIA MIX:INTERNET
CNN.com is a great website for finding out the latest
information about what is currently happening in our world.
Indexing high at 215, this news source aligns perfectly with
our target audience. Many powerful and strong willed peo-
ple use this website.They are very up to date with the latest
news. Altoid users in our target audience care a lot about
what is currently happening in our world. By us promoting
on this website, it will enable us to partner with CNN for
spreading the news about the latest offerings from Altoids.
Consumers can be familiar with what’s happening in our
company, including the latest ideas for new breath mints.
We are teaming up with CNN.com by placing the Altoids
logo on the front page. Once you click the logo it will relo-
cate you to Altoids facebook page where you will receive a
coupon for a buy 1 get 1 free altoids tin online.
48

MEDIA MIX:OUT-OF-HOME
Strategy:
For our out-of-home advertising we will place advertisements at various sporting events. Because our target audience is
primarily men and women who enjoy traveling to leisure activities a focus on advertising at such events will help us obtain
our goals of reach and frequency. This decision was also made because of the high index number of our target’s enjoyment
for a high quality lifestyle. With an index number of 212, these men and women between the ages of 35-54 frequently
attend sporting events such as golf and tennis. By having out-of-home advertisements in our campaign, it will increase
brand awareness for Altoids.
Our main strategy is to advertise at specific sporting events that index high with our target audience. We will be placing
billboards in the location of the tournament such as Augusta, GA for the Masters, New York, NY for the Tennis U.S. Open
and Charlotte, NC for the PGA Championship. Additionally, we will be utilizing brand activation at the location of the
event. Altoids pop-up tents will be set up at the golf course or tennis court where the event is occurring. Since many of our
target audience are frequent attendees of these sporting events, we will increase brand awareness for Altoids and
increase the brand’s consumer base.
49

MEDIA MIX:OUT-OF-HOME
50
Buying Out-of-Home:
We will be allocating 10.9% of our budget towards out of home, which amounts to $2629.4 of our total budget
to $25,000,000. Our outdoor target markets will include Bakersfield, CA, Las Vegas, NV, and Los Angeles,
CA due to high Category Development Index numbers for these locations. We will also be running spot cam-
paigns in Augusta, GA, New York, NY, and Charlotte, NC to correlate with our high indexing sports events.

Social Media:
In addition to paid online advertisements, we want to utilize social media. Our target audience is very familiar with vari-
ous social media platforms that includes, facebook, twitter and instagram. One thing that Altoids currently lacks is a social
media presence. Many competing brands have already created various social media accounts. By implementing a stronger
social media presence, it will cause brand recognition. We hope that by implementing a stronger social media, it will create
a stronger following for altoids. It’s very vital that there will be a consistent message through all tweets, post etc. that will
leave an image in the consumer’s head.
Strategy:
We have noticed that many Altoid users are environmentally friendly. . For example, they are willing to pay more for prod-
ucts that’s environmentally safe(124), and participated in Environmental Groups/Causes(135). we plan to create a year round
social media campaign calling for an environment friendly consumption. What we plan to do is start a hashtag campaign,
#IHAVETHEPOWER. Contestants will post either pictures or videos on their facebook, twitter and instagram demonstrating
how they are being environmentally friendly by reusing the altoids tin. We will then pick winners weekly based on creativity
and purpose. People will win free Altoids and shirts.
STRATEGIES:SEARCH ENGINE OPTIMIZATION
51

STRATEGIES:SEARCH ENGINE OPTIMIZATION
#IHAVETHEPOWER CAMPAIGN
52

REACH,FREQUENCY,AND GRP’S
Objective:
Due to we launch a new campaign, and will introduce the
new product idea, and altoids owns a low market share
and has a lot of strong competitors in the market. We sug-
gest to launch a national and spot pulsing campaign fo-
cusing on prioritizing frequency over reach. It will achieve
a reach of 80, a frequency of 4.8, and 384 GRPs during
the heavy-up months of March, August, and December
2017. During the rest of the year we are looking to obtain
a reach of 70, frequency of 4.3, and GRPs of 301, in order
to avoid wear-out and keep our budget within a reason-
able standard.
The Ostrow Model of Effective Frequency
53

REACH,FREQUENCY,AND GRP’S
Strategy:
In order to find an effective frequency for this campaign, the Ostrow Model was used in order to get
a suitable frequency: 4.3. Since this campaign is more focusing on frequency, during the peak months
a frequency of 4.8 and a reach of 80 will be generated using increased paid, earned, and owned
media, and result in 384 GRPs through selected national and spot media. During the non-peak
months, only earned and owned media will be used based on selected national media. Therefore
the reach will not be less than 70, and the frequency will not be less than 4.3, at least 301 GPRs will
be generated.
54

SCHEDULING &TIMING
To conduct a national and spot campaign with a pulsing schedule
heavying up in selected areas listed above. Considering our competi-
tors’ advertising spending, which is in a peak in March, August, Decem-
ber, we suggest to heavy up these three months to achieve our goal
and stand out from our competitors. Also, popular sporting events that
are regularly organized in March, August, and December. Because our
consumers are very passionate about leisure and sport activities we
wanted to take advantage of these months to advertise Altoids. This
pulsing schedule is set in order to create buzz and brand awareness
nationally as well as in these cities. Heavy-ups also occur when specific
mediums have heightened viewership. Social media and radio will stay
constant throughout the year. For magazine we have chosen to heavy
up GQ magazine specifically during the months when seasons change.
Likewise for Forbes and InStyle, we are heavying up during their most
productive months. For television, we are heavying up during the sea-
son premiere months and before/after the seasons because of all the
hype surrounding the shows. For our out-of-home, we are heaving up in
the months before, during and after the sportings events like the PGA
Championship, US Tennis Open, and the Master’s.
55

BUDGET
59
Our budget was given to us by Altoid’s marketing team.
We had a total of $25 million to spend however $5 million
of that budget was to be allocated toward digital mediums.
We decided to spend more of our budget in the months
that we were heavying up in our campaign such as March,
August, and December. This is because in order to stay rel-
evant in the mint category, Altoids must compete with their
competition which utilize these three months. We spent a
little over $500,000 more of the budget during this time. By
the end of our national and spot campaign, we will have
spent $24,055,762 which is roughly $944,238 under bud-
get.

GEOGRAPHY
62
We decided to do a national and spot campaign
in order to reach our target audience. We plan to
heavy up in the 12 DMA markets based on the
high CDI or BDI numbers (above 105) conducted
in our research of consumers who are heavy mint
users. Our research from the Altoids MRI data
shows that many of our target audience consumes
Altoids on a consistent basis. These DMA’s are
great places to heavy up our campaign due to
the strong presence that Altoids already has in
these cities. By utlilizing these specific DMA’s we
can continue to increase brand awareness and
grab our target audience’s attention. This will give
our team the opportunity to expose Altoids to
more potential consumers.

CITATIONS
Brand Analysis
http://www.wrigley.com/global/index.aspx
http://store.mintel.com/gum-mints-and-breath-fresheners-us-september-2015
http://www.target.com/bp/altoids
https://www-statista-com.ezproxy.ithaca.edu/statistics/262572/leading-us-breath-freshener-brands-based-on-sales/.
http://infoscout.co/brand/altoids/?utm_expid=75303912-6.htwCYLNcRc6Lien8_V3bYg.0&utm_referrer=https%3A%2F%2Fwww.google.com%2F
https://issuu.com/reillymegee/docs/altoids_mediaplan
https://www.leaf.tv/articles/the-history-of-altoids/
Competitive Analysis
http://www.hersheys.com/icebreakers/en_us/home.html
https://www.tictacusa.com/enGB
https://www.facebook.com/TicTacUSA
https://www.facebook.com/icebreakers/
https://twitter.com/IceBreakersMint
https://twitter.com/tictac
https://www.instagram.com/tictacglobal/
https://www.instagram.com/icebreakers/
https://www-statista-com.ezproxy.ithaca.edu/statistics/262572/leading-us-breath-freshener-brands-based-on-sales/.
http://www.persistencemarketresearch.com/market-research/gum-mint-breath-fresheners-market.asp
http://www.cspdailynews.com/print/csp-magazine/article/candy-mintsgumbreath-fresheners-2014
Target Audience Analysis
http://mediaflightplan.com
https://oneview-simmonsresearch-com.ezproxy.ithaca.edu
SWOT Summary
http://www.wrigley.com/global/brands/altoids.aspx
http://www.webfly.com/what-are-the-psychological-effects-of-social-media/
https://gogreeninitiative.org/wp/
64

CITATIONS
Television
http://tvbythenumbers.zap2it.com
http://mediaflightplan.com
http://www.broadcastingcable.com/news/distribution/syndication-ratings-harry-scores-best-national-talk-debut-three-years/159943
Magazines
http://www.forbes.com/forbes/
http://www.instyle.com
http://www.gq.com
http://www.huffingtonpost.com/news/magazine-circulation/
http://www.instyle.com/promo/mediakit-v2/generalad_is.html
https://www.statista.com/statistics/191742/us-magazine-audiences-2010-forbes/
Radio
https://www.allbusiness.com/choosing-the-right-radio-format-for-your-target-audience-14896329-1.html
http://streema.com
Internet
http://www.evite.com
http://www.cnn.com
https://www.travelocity.com
https://www.tripadvisor.com
https://www.hotels.com
Out-of-Home
http://www.pga.com/home/
http://www.usopen.org/index.html
http://www.masters.com/index.html
Sales Promotions
http://www.worldwildlife.org
65

68
CONSUMER INSIGHTS
Insight: Consumers prefer a healthy, environmentally- friendly lifestyle
I often use natural or organic beauty products (131)
I’m willing to pay more for a product that’s environmentally safe (124)
I always check ingredientsnutrients in food products before buying (118)
I regularly eat organic foods (115)
Environmentally- Friendly products (153)
Participated in Environmental Groups/Causes (135)
Insight: Consumers are fashion trendsetter, but they are not only followers, but keep independent-minds.
I consider my fashion style to be trendy (123)
Mix/match high and low end designers putting together outfit (123)
I’m willing to use the Internet to shop for fashion products (123)
Fashion – Clothes (150)
Insight: Consumers enjoy high quality lives
Paper Yellow Pages Referred Past 12 Months[Beauty Salons] (144)
Paper Yellow Pages Referred Past 12 Months[Jewelers/ Jewelry] (141)
Travel - Vacation abroad-Europe (134)
I’m willing to spend more for a quality bottle of wine (126)
Heavy Imported Beer/ Ale # of Glasses/ Last 7 Days (155)
Foreign Travel Reason for Trip/ Any Trip[Honeymoon (190)
Sports Events Attend - Any[Golf - PGA] (212)
Insight: Consumers are open-minded, knowledgeable, have good taste and high social status
Internet Yellow Pages Referred Past 12 Months[Theaters] (150)
Camera Types Bought Last 12 Months[35mm Point & Shoot] (203)
Music & Other Audio Types Listened to Last 6 Months[Foreign Language Instructional](212)
Foreign Travel Reason for Trip/ Any Trip[Business (paid by firm)] (189)
Domestic Travel Reason for Trip/ Any Trip[Part business/Part vacation] (200)

CONSUMER INSIGHTS
69
Insight: Consumers are new tech heavy supporters and followers
I enjoy reading about new technology products (124)
Often discuss knowledge of technology with others (134)
I’m among first of my friends to try new technology products (125)
Building electronics is a hobby of mine (118)
Insight: Consumers use Internet to visit various websites,specifically sport, food, travel, business webisites
Use Internet to visit CNN.com (215)
Use Internet to visit ESPN.com (193)
Use Internet to visit Evite.com (419)
Use Internet to visit Foodnetwork.com (135)
Use Internet to visit Foxnews.com (189)
Use Internet to visit Groupon.com (199)
Use Internet to visit Hotels.com (198)

70
EVOKE MEDIATEAM BIOS
CAROLINE EHMAN
Kylie is a junior Integrated Marketing Communications major and a Legal
Studies minor. Next semester she is heading to the west coast with the Itha-
ca College Los Angeles program where she will be a press intern for MTV’s
Communications Department and a promotions intern for Warner Brother
Records. She hopes to expand her knowledge and passion for the entertain-
ment industry through both of these experiences. KYLIE MANDERSON
Caroline is a junior Integrated Marketing Communications major at Ithaca
College. She resides in Glen Mills, Pennsylvania, part of the west suburbs
of Philadelphia. Caroline has interests in creative advertising and global
networking and specifically hopes to work on campaigns for non-profit
organizations. Caroline loves to travel and discover new music, and plans
to study abroad in Barcelona for the spring of 2017.

Joshua Riger is currently a junior at Ithaca College. He majors in Integrat-
ed Marketing Communications with a minor in Economic. Previously he
interned over the summer at Sportsnet New York. He also is a Tight End
on Ithaca’s football team. He hopes to pursue a career in marketing/sales
involving sports.
EVOKE MEDIATEAM BIOS
JOSHUA RIGER
HANXIAO WANG
71
Hanxiao Wang transferred from China to Ithaca College in August 2015. She
is a senior Integrated Marketing Communications major. She recently had a
summer internship as a strategic planner at Mullenlowe Advertising Agency
and is now working in the Handwerker Gallery at Ithaca College. Hanxiao’s
past experience in strategic planning has helped her develop a strong set of
skills that would be beneficial to the media planning team. In the future,
Hanxiao Wang will endeavor to make businesses more creative and
humanized.

Altoids Media Plan

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Altoids Media Plan

Similar to Altoids Media Plan (20)

More from Kylie Manderson

More from Kylie Manderson (6)

Recently uploaded

Recently uploaded (20)

Altoids Media Plan