Altoids Opens an Offbeat, Anti-Love Chocolate Oasis
Altoids leveraged its brand’s alternative style to drive trial of its new chocolate dipped mints through a lovably irreverent pop-up experience. The Altoids Anti-Love Valentine’s Day Chocolate Pop-Up Shoppe targeted young urban trendsetters who gravitate toward offbeat products and brands.
Billed as the ultimate destination for anyone seeking refuge from the stresses of Valentine’s Day, the shoppes opened Valentine’s Day week in Chicago, Miami and New York City (with additional sampling programs in San Francisco and Seattle). Inside was a full-service coffee bar serving up complimentary coffee, lattes and espressos—regular or Altoids-flavored. The baristas were all punk with tattoos, piercings and funky hair colors and cuts. 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 special gift—a subversive needlepoint kit.
Roguish anti-love sculptures peppered the room and handcuffs and other paraphernalia were placed throughout. The 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 delivered 800,000 samples in five markets in seven days with 20,858 visitors, an average of 98 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. Altoids Curious and Original Chocolate Shoppes generated a total of 25,897,937 media impressions. Sweet!