Brought to you by: Haley McGlothin, Ian Dangerfield, Regan Burdick, Freddy Lemmo,

Cassie Christopherson & Trevor

Clayton
Table of Contents
Excutive Summary ...........................................................2
Situation Analysis .............................................................3
Swot ....................................................................................5
Marketing Goals ...............................................................6
Media Objectives ..............................................................7
Target Audience ................................................................8
Creative ............................................................................10
Media Strategy ................................................................12
Media Execution .............................................................15
Flow Chart .......................................................................17
Budget ..............................................................................18
Appendix .........................................................................19
Team Biographies ...........................................................21
Executive Summary
Introduced in 1780 by London-based Smith & Company,
Altoids mints have served as a prime means for provid-
ing minty fresh breath to its consumers. Well-known
for the power behind the mint, Altoids has run on the
slogan Curiously Strong Mints since the 1920s. From
its beginnings as a cure for stomach pains to paving the
way as one of the strongest mints of its kind, our cam-
paign. Altoids: the official mint of the founding fathers,
will exemplify that Altoids is as rich in history as Ameri-
ca itself.
Currently, Altoids is owned by parent-company Wm.
Wrigley Jr. Corp, which sells to 180 countries worldwide.
Though competing strongly against brands such as Ice
Breakers and Tic Tac, Altoids still holds its own with
more seasoned consumers that have long enjoyed the
power of Altoids mints.
Though Altoids is currently ranked third among other
competing brands, it is anticipated that the brand aware-
ness increase by 10% to a total of 45% nationally through
allocating $25 million total for advertising. It is anticipat-
ed that advertising through various mediums result in a
national reach of 60, with a frequency of 2.4. High- im-
pact months will contain a reach of 80 and a frequency
of 3.
Situation Analysis
History:
Altoids is an aging brand that is turning 100 years old.
The company was first started by Smith Kendon, who
came up with the lozenge recipe in 1781. The company
has changed hands a few times since its introduction,
starting with Callard and Bowser, who bought it in the
mid-1800s. It was later purchased by Wrigley Jr. Corp,
who later was purchased by Mars. Inc.
Altoids didnt start out as a mint, but as a means of
helping with stomach aches and intestinal problems.
Altoids first became popular in America in 1918 and
soon after they became popular they began to marketed
as more of a mint. In 1920 the mints started to be packed
in the iconic metal tin. It was soon after this in 1997
Altoids started to branch off from the one mint flavor
they had and released Wintergreen as a second Flavor.
Now
Altoids can be seen an a amazing array of different
flavors such as Spearmint, Cinnamon, Creme de
Menthe, Dark Chocolate, Cinnamon and Dark
Chocolate Creme de Menthe. In 2002 & 2003 Altoids
gum and hard candies were introduced with a variety of
flavors and all these variety are sold in the iconic tin can
just like their
predecessors
Situation Analysis Cont.
Competition:
There are over 20 brands of breath mints, making this a
highly competitive category. Altoids ranks third in breath
mint sales with $97 million. Following behind Tic Tac, at
number one, with $172 million in sales and Ice Breakers,
in second, with $130 million in total sales.
The Ice Breakers brand is Altoids main competition.
Ice Breakers primary target is the younger segment of
the market, with sales being significantly higher among
younger adults 18-24 and 18-34 compared with Altoids
more aged presence.
Altoids continues to be outspent by competitors in
advertisement. Again, Ice Breakers, the number two
brand, is attempting to increase its brand development
index. Ice Breakers spending has consistently been
between 30 and 50 million dollars per years when
Altoids at its most spent just over $13 million
SWOT
Strengths: Weaknesses:
Well-known, Low share of voice
well-established brand due to low advertising
In the market for over Missing target
100 years demographics, such
Parent company, Wm. as the 18-24 age group
Wrigley Jr. Corp, sells Advertises mainly in Goal Two
to 180 countries print, does not use
mediums such as
digital and video (in
cluding TV)
Opportunities:
Threat:
Marketing Goals
Goal One
Over recent years, Altoids sales have eroded down to
$97 million. This erosion, paired with stiff competition
with Ice Breakers, has lead to the creation of the primary
marketing goal; brand revival.
To support the primary goal, sub-goals have been
created. One of these sub-goals is to increase sales by
20% next year.
Goal Three
Work to increase brand awareness by 10% to a total of
45%.

Brand revival through Outspent by competitors

increasing advertising Goal Four
in advertising
budget to $25 million Finally, we want to create new media that will generate
Competing against 20
Increase brand personal dialogue between Altoids and its customers.
other brands of breath
awareness by an mints
expected 35% nationally Ranks third in breath
Expected increase in mint sales with $97
annual sales in the USA million, compared to
by 20% rivals Ice Breakers ($130
million) and Tic Tac
($172 million)
Media Objectives
Reach
Since Altoids is a well established brand we are aiming
our objectives toward greater reach which naturally
decreases frequency. To reach the goals set forth in this
campaign book we believe it reasonable and obtainable
to set a reach goal of 60 for national and 70 for spot.
Frequency
After completing the Ostrow Model, we believe that
Altoids should have a frequency of 2.4 for national and 3
for spot.
Target Auidence
Our target audience for an Altoids ad would be
Caucasian women from the West between the ages of 45
and 54. The women are professionals who have received
at least their masters degree, and make between $75,000
and $149,999 a year or more. They often travel, either for
work or pleasure, and attend the cinema regularly. They
also have a taste for the finer things and make all their
outfit choices based off the latest trends in Vogue
magazine. They are also watching awards and game
shows on television.
Demographics:
Gender: Women (Index:108)
Age: 25-54 (Index: 115)
Education: Post Graduate (Index:124)
Marital Status: Never Married (Index: 107)
Occupation: Professional and Related Occupations (In-
dex: 132)
HHI (Household Income):75,000-149,999 (Index: 113)
Race: Caucasian (Index:100)
Region: West (Index:130)
Target Auidence Cont.
Psychographics:
Magazine: Wine Spectator: (Index: 202)
Magazine: Vogue (Index: 166)
Websites: Priceline (Index:153)
Websites: IMBD (Index:145)
Broadcast T.V.: Awards-Specials (Index: 128)
Broadcast T.V.: Show: Game Shows - PrimeTime (In-
dex:136)
Cable: (Index: 106)
Creative
POSITIONING STATEMENT: We hope to position
Altoids as Americas oldest and most reliable brand for
freshening your breath.
TAGLINE: Keeping breath fresh since 1780. Altoids the
official mint of the founding fathers.
Promotions:
To start a Freshen Up campaign:
Freshen up stations in large cities for Valentines day
(are you ready for Valentines Day?)
Hire hair stylists/barbers: cut/style hair/beards
etc
Hire florist: give each customer a rose/bouquet?
Give every customer a pack (or mini pack) of
Altoids
Have a jeweler sponsor (or offer discounts) the mints or
the Freshen Up campaign (going to propose? Shell say
yes if you have Altoids...etc)
Cities: New York, Los Angeles, Chicago, Washington
DC, Dallas, Philadelphia
Creative Cont. Media Stragety
Our creative promotion will begin in February, one Spot Markets
month after the start of our campaign. In preparation for New York, NY CDI 6.8, BDI 7.9
Valentines Day, we will set up Freshen Up stations in Los Angeles, CA CDI 6.1, BDI 6.2
six large cities (New York, Los Angeles, Dallas, Chicago, IL CDI 3.1, BDI 3.3
Philadelphia, Chicago, and Washington, D.C.) to Philadelphia, PA CDI 2.6, BDI 2.9
promote the use of Altoids. Passers-by will be able to Dallas-Ft. Worth, TX CDI 2.3, BDI 2.4
stop at the stations to receive a free haircut and/or style, a
rose to gift to someone, and a sample-size tin of Altoids. Internet-women geared. MTV.com (133) Cheaptickets.
Our budget for this campaign is $3 million. com (117)

We will approach the Paul Mitchell School for hair Magazines-

stylists, as they participate in charity work regularly, and Hearst Magazine Grp (116)
1-800-Flowers.com for the roses, as they are the People (113)
top-selling online flower company (as of 2016). We will
seek partial sponsorship from Tiffany & Company and Newspaper any sunday paper (104)
allow them to advertise at the stations, as their stores Outdoor
are popular in large cities. 1-800-Flowers.com and Paul
Mitchell will have advertising abilities as well. TV-Daytime heavy
4 p.m.-7 p.m.
As Valentines Day is the biggest holiday for flowers and Cable Subscribers
jewelry, we hold that approaching 1-800-Flowers.com Radio
and Tiffany & Company will enable us to get more 6 am-10am
publicity for Altoids. Gospel (128)
Urban (118)

Weekend 10 a.m.-3 p.m.

Media Stragety Cont. Media Stragety Cont.
Special Event TV Heavy months
February - Valentines Day
Dick Clark New Years (120) April - Easter
July - 4th of July
Media Mix October - Halloween
November & December - Christmas
Altoids has given us a budget for both national and spot
advertising. We have planned our media campaign to
include a combination of both markets.
After analyzing the top ___ markets, we have calculated
the Estimate Value Percentages (EV%) for Altoids mints
and the top ___ designated market areas. We chose the
categories based on certain factors. These categories are:
________________________

Analyzing Share of Voice

We have chosen _____ advertising not only because of
the high index numbers, but also because Altoids has a
lot of opportunity in the share of voice. We also have the
same strategy in ______. Our competition is currently
not advertising with ______, and only one other com-
petitor is currently purchasing media in ___(compare
with our choices of media)__ advertising
Timing/Scheduling
We have decided to choose a flighting media schedule
in order to reach our goals. We will begin advertising in
February.
Media Execution
With our research on Altoids mints and its consumers,
we were able to choose four mediums to best reach the
target audience; these are magazines, digital, radio, and
television.
Based on their index numbers and audience size we have
chosen these specific media vehicles:
Magazines
Better Homes & Gardens (111), Metro-Puck Carrier
Newspapers (103), National Geographic (114), NNN Top
100 Daily (105), NNN Top 100 Sunday (103) NNN Top
25 Sunday (113), Parade Carrier Newspapers (102),
People (110).
Digital
Amazon (116), CNN.com (135), Ebay.com (113), Gmail.
com (115), Pandora.com (119).
Radio
Gospel (128), Urban (118).
Media Execution Cont.
Television
Awards-Specials (Index: 128), Game Shows - Prime-
Time (Index:136) ABC family (107), Adult Swim (114),
CNN (108), Food Network (112), TBS (99, high pop-
ulation), The Weather Channel (99, high population),
TNT (105), USA Network (103).
Our national reach and frequency goals were 60 reach
and 2.4 frequency for low months and 70 reach with 2.4
frequency for high impact months. Our spot goals for
low months were 70 reach and 3 frequency with our high
impact months having a reach of 80 and frequency of 3.
To see how well our plan reaches these goals look at the
flowchart on the next page.
11/29/2016 11/29/2016 Flowchart Flowchart

Flowchart Flowchart
Student:
Flow Chart
IanDangerfield Student: IanDangerfield
Professor: JeffHochstrasser Professor: JeffHochstrasser
Semester: Fall2016 Semester: Fall2016

AltoidsCampaign AltoidsCampaign
TargetDemo:AllWomenages2554
TargetDemo:AllWomenages2554
Medium Jan
Medium Feb Mar
Jan Apr
Feb May
Mar Jun
Apr Jul
May Aug
Jun Sep
Jul Oct
Aug Nov
Sep Dec
Oct Nov
TotalAcross Dec TotalAcross
NetCablePrime 20 NetCablePrime
21 2020 2121 2020 2021 2120 2020 2021 2120 2120 2121 GRPS:
21 21
246 GRPS: 246
$(000) 319.3 $(000)
335.2 319.3
319.3 335.2
335.2 319.3
319.3 319.3
335.2 335.2
319.3 319.3
319.3 319.3
335.2 335.2
319.3 335.2
319.3 335.2
335.2 COST:
335.2 3927.1
335.2 COST: 3927.1

NetRadioMorningDrive NetRadioMorningDrive
40 53 4040 5053 4040 4050 5040 4040 4050 5040 5040 5050 GRPS:
50 50
543 GRPS: 543
$(000) 148.3 $(000)
196.5 148.3
148.3 185.4
196.5 148.3
148.3 148.3
185.4 185.4
148.3 148.3
148.3 148.3
185.4 185.4
148.3 185.4
148.3 185.4
185.4 COST:
185.4 2013.4
185.4 COST: 2013.4

MagazinesWomens 34 MagazinesWomens
40 3434 4040 3434 3440 4034 3434 3440 4034 4034 4040 GRPS:
40 40
444 GRPS: 444
$(000) 257.4 $(000)
302.8 257.4
257.4 302.8
302.8 257.4
257.4 257.4
302.8 302.8
257.4 257.4
257.4 257.4
302.8 302.8
257.4 302.8
257.4 302.8
302.8 COST:
302.8 3361.1
302.8 COST: 3361.1

DigitalNational 61 DigitalNational
72 6161 7272 6161 6172 7261 6161 6172 7261 7261 7272 GRPS:
72 72
794 GRPS: 794
AdNetworksRunOfNetworkAdNetworksRunOfNetwork
352.2 416.0 404.0
352.2 416.0
416.0 404.0
404.0 404.0
416.0 416.0
404.0 404.0
404.0 404.0
416.0 416.0
404.0 416.0
404.0 416.0
416.0 COST:
416.0 4868.2
416.0 COST: 4868.2
AdNetworksDemoTargetedAdNetworksDemoTargeted
VideoNetworks VideoNetworks
PublisherVideoSites PublisherVideoSites
Social Social
Mobile Mobile
$(000) $(000)

SpotTVPrime 20 SpotTVPrime
25 2020 2525 2020 2025 2520 2020 2025 2520 2520 2525 GRPS:
25 25
270 GRPS: 270
$(000) 397.7 $(000)
497.1 397.7
397.7 497.1
497.1 397.7
397.7 397.7
497.1 497.1
397.7 397.7
397.7 397.7
497.1 497.1
397.7 497.1
397.7 497.1
497.1 COST:
497.1 5368.9
497.1 COST: 5368.9

SpotRadioMorningDrive SpotRadioMorningDrive
40 53 4040 5253 4040 4052 5240 4040 4052 5240 5240 5252 GRPS:
52 52
553 GRPS: 553
$(000) 178.0 $(000)
235.8 178.0
178.0 231.4
235.8 178.0
178.0 178.0
231.4 231.4
178.0 178.0
178.0 178.0
231.4 231.4
178.0 231.4
178.0 231.4
231.4 COST:
231.4 2460.8
231.4 COST: 2460.8

NationalOnlyArea NationalOnlyArea

GRPS 154 GRPS
185 154
154 182
185 154
154 154
182 182
154 154
154 154
182 182
154 182
154 182
182 GRPS:
182 2,027182 GRPS: 2,027
$(000) 1077.2 1250.6
$(000) 1129.0
1077.2 1239.4
1250.6 1129.0
1129.0 1129.0
1239.4 1239.4
1129.0 1129.0
1129.0 1129.0
1239.4 1239.4
1129.0 1239.4
1129.0 1239.4
1239.4 Cost:
1239.4 14169.9
1239.4 Cost: 14169.9
Reach 64.7 Reach
68.9 64.7
64.7 68.6
68.9 64.7
64.7 64.7
68.6 68.6
64.7 64.7
64.7 64.7
68.6 68.6
64.7 68.6
64.7 68.6
68.6 68.6 68.6
Avg.Freq. 2.4 Avg.Freq.
2.7 2.4
2.4 2.7
2.7 2.4
2.4 2.4
2.7 2.7
2.4 2.4
2.4 2.4
2.7 2.7
2.4 2.7
2.4 2.7
2.7 2.7 2.7
SpotOnlyArea SpotOnlyArea

GRPS 60 GRPS78 6060 7778 6060 6077 7760 6060 6077 7760 7760 7777 GRPS:77 823 77 GRPS: 823
$(000) 575.7 $(000)
733.0 575.7
575.7 728.5
733.0 575.7
575.7 575.7
728.5 728.5
575.7 575.7
575.7 575.7
728.5 728.5
575.7 728.5
575.7 728.5
728.5 Cost:
728.5 7829.8
728.5 Cost: 7829.8
Reach 33.3 Reach
38.4 33.3
33.3 38.2
38.4 33.3
33.3 33.3
38.2 38.2
33.3 33.3
33.3 33.3
38.2 38.2
33.3 38.2
33.3 38.2
38.2 38.2 38.2
Avg.Freq. 1.8 Avg.Freq.
2.0 1.8
1.8 2.0
2.0 1.8
1.8 1.8
2.0 2.0
1.8 1.8
1.8 1.8
2.0 2.0
1.8 2.0
1.8 2.0
2.0 2.0 2.0
PlanTotal PlanTotal
GRPS 214 GRPS
263 214
214 259
263 214
214 214
259 259
214 214
214 214
259 259
214 259
214 259
259 GRPS:
259 2,850259 GRPS: 2,850
$(000) 1652.9 1983.5
$(000) 1704.7
1652.9 1968.0
1983.5 1704.7
1704.7 1704.7
1968.0 1968.0
1704.7 1704.7
1704.7 1704.7
1968.0 1968.0
1704.7 1968.0
1704.7 1968.0
1968.0 Cost:
1968.0 21999.7
1968.0 Cost: 21999.7
Reach 75.4 Reach
79.5 75.4
75.4 79.3
79.5 75.4
75.4 75.4
79.3 79.3
75.4 75.4
75.4 75.4
79.3 79.3
75.4 79.3
75.4 79.3
79.3 79.3 79.3
Avg.Freq. 2.8 Avg.Freq.
3.3 2.8
2.8 3.3
3.3 2.8
2.8 2.8
3.3 3.3
2.8 2.8
2.8 2.8
3.3 3.3
2.8 3.3
2.8 3.3
3.3 3.3 3.3
DeerCreekSoftware,Provo,UT
DeerCreekSoftware,Provo,UT
Budget Appendix
Altoids spent $7.2 million in advertising in their last Ostrow Model
documented year, 2014. Our budget for the 2017 year
will be $25 million as is the wishes of the Altoids brand
manager.

Television was the medium we decided to put the most

money into, as our biggest competitor, Ice Breakers, puts
the brunt of their advertising into television and we are
hoping to take away from their share of voice.

Additionally, we decided to use a wide variety of media

to strengthen our reach and frequency.

Frequency: 2.4
Websites Meet the Team
ALTOID Data:
http://mediaflightplan.com/student/gs.php# Haley McGlothin, a senior at BYU-Idaho, is
from Gilbert, AZ. She is studying
Media Mark University Reporter: Communications with an emphasis in
https://www.gfkmrismartsystem.com/UniversityReport- Advertising, and is set to graduate in April
er/Report.aspx 2017. Haleys focus is on social media cam-
paigning, and she is constantly seeking op-
Flow Chart: portunities to build her portfolio by assisting
http://mfpapp.mediaflightplan.com/app/launch/b9pu- companies and organizations in reaching a
vf507sct4b7gc3tjaqcnj2 larger audience with memorable and influential
campaigns.
History Data:
https://www.leaf.tv/articles/the-history-of-altoids/
http://www.wrigley.com/global/brands/altoids.aspx Ian Dangerfield, is a senior at BYU-Idaho
studying Communications Advertising. Most
recently from Kalispell, Montana, Ian has lived
all over the western United States. When it
comes to advertising Ians strengths are target
audience identification and ad copy.

Freddy Lemmo is a junior from the Bay Area

of California studying Public Relations. He just
finished an internship with Rich Broadcasting
and is now seeking both internship and em-
ployment opportunities.
Meet the Team

Cassie Christopherson is a junior a BYU-Idaho

who comes from a small town in Idaho called
Buhl. She is studying Communications with
an emphasis in Public Relations and is set to
graduate December of 2017.

Trevor Clayton is a senior at Brigham Young

University-Idaho where he has focused his
educational pursuits in the field of Public
Relations. He is originally from St. Paul,
Minnesota and currently resides in Rexburg,
Idaho with his wife and daughter.

Regan Burdick, a senior at BYU-Idaho, is

completing her Communications--Public
Relations degree.