Altoids Celebrates Anti-Love on Valentine's Day - Event Marketer

Altoids Celebrates Anti-Love on Valentine’s Day

DB_Altoids2_Ex 2008
Brand: WRIGLEY
Agency: GIGUNDA GROUP
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2008

The Altoids Anti-Love Valentine’s Day Chocolate Pop-Up Shoppe was the ultimate destination for anyone seeking a little rebellion against the oppressions of Valentine’s Day. The shoppes opened Valentine’s Day week in Chicago, Miami and New York City (with additional sampling programs in Seattle and San Francisco). Inside was a full-service coffee bar serving complimentary coffee, lattes and espressos—regular or Altoids-flavored. Punked-out baristas set the mood. Bistro seating was designed in rich chocolate and red. Naughty cupcakes from Billy’s Bakery were available for the taking and each visitor walked away with a subversive needlepoint kit.

Roguish anti-love sculptures, handcuffs and other paraphernalia were placed throughout. Say It With Altoids kiosks allowed visitors to create un-Valentine’s Day cards and to submit clever slogans of their own to altoids.com. There were regular Love Lost poetry readings, burlesque performances and fashion shows throughout the run, and the entire space was expanded and transformed into a nightclub in the evening.

The pop-up succeeded in delivering 800,000 samples in five markets in seven days with 20,858 visitors, an average of 98 customers per hour. The average in-store experience lasted more than 28 minutes. There were 75,000 “Say it With Altoids” postcards distributed, and 40,000 users logged onto sayitwithaltoids.com. Plus, 14,000 coffee drinks were served—an average of 2,000 cups per day. Altoids Curious and Original Chocolate Shoppes generated a total of 25,897,937 media impressions.

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