US gum and confectionery group The Wm. Wrigley Jr. Company has unveiled a new variant for its Altoid brand, with an integrated marketing campaign aimed at the Valentine’s Day market, only with a dark twist.

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The company says Altoids Dark Chocolate Dipped Mints will offer “refuge for those exhausted by the unrestrained sentimentality of Valentine’s Day by daring to celebrate Cupid’s darker side”.


The “Say it with Altoids” campaign launches nationwide with the opening of temporary sampling stores in New York City, Chicago, and Miami, local and national print advertising, and a new website at http://www.sayitwithaltoids.com


“The growing consumer trend toward ‘indulgent experiences’ is booming across multiple product categories including chocolate, so from a consumer perspective it is the right time to introduce Altoids Dark Chocolate Dipped Mints,” said Paul Chibe, Wrigley’s vice president of US Marketing. “Yet with so many chocolate brands seeking to be the ultimate symbol of love this Valentine’s Day, Altoids is taking a different path by embracing the bruised, blackened and broken hearted with a message that communicates what many people think yet are too polite to say.”


Visitors to the temporary “Altoids Curious & Original Chocolate Shoppes”, open from 8 to 14 February, will be able to sample free Altoids Dark Chocolate Dipped Mints and enjoy a complimentary cup of coffee while browsing through a selection of postcards featuring humorous Altoids spoofs on traditional Valentine’s Day messages. Meanwhile, at the www.sayitwithaltoids.com website, “anti-Valentine’s Day” e-cards can be downloaded.

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The Altoids ‘Muscle Man’ press advertising is to be relaunched but this time the figure will be robed in dark chocolate. An additional creative reflecting the “Say it with Altoids” theme is also scheduled to appear in February.