1780

Sold as Mints

1918
1920

New Flavors added

Cool honey mints

added

Ad Campagin to Position
Altoids as a stomach
reliever

1997
2001

Added breath strips

and gum

Altoids was invented

Love Mints added

2003

2007

Introduced mints
without a tin can

2009

Mini mints added

2009

2015 Share of Market

Listerine
Pocketpacks

9%

Breathe Savers

10%

Altoids

Tic Tac

35%

20%

Tic Tac
Ice Breakers
Altoids
Breathe Savers
Listerine Pocketpacks

Ice Breakers

26%

STRENGTHS
Classic Brand
Brand Loyality
Strong Taste

WEAKNESS
Old Image
Older Demographic

OPPORTUNITIES

THREATS

Thriving category
Good product
Few competitors spend
large ad dollars

Established brands with

other demographics
Outspent by closest
competitor (Icebreakers)
Over 20 other brands of
breath mints

rease

nc
20% I

Not just your grandmas

mint.

Share of Voice
Other
0%

Altoids

30%
Ice Breakers

46%
Tic Tac
Ice Breakers
Altoids
Tic Tac

Mentos

16%
Mentos

8%

Ice Breakers Monthly Spending

8%

14%

7%
5%

6%

6%

7%

8%

10%
10%

9%

10%

Altoids Monthly Spending

Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec

Jan
Feb

8%

13%

7%
6%

6%

7%

7%

8%

9%
10%

9%

10%

Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec

Spot Budget Breakdown

National Budget Breakdown

19,601.4 (000)
2%

5,398.6 (000)
2% 3% 1%

1%
5%

Net Tv Prime
25%

26%

Net Cable - Daytime

13%
19%

Spot Cable

Net Cable - Prime

Spot Radio - Early Drive

Net Syndication

Spot Radio - Daytime

Net Radio- Morning Drive

Net Radio - Daytime
Net Radio - Evening Drive

9%
21%

Magazines Women

33%
14%

Spot Radio- Evening Drive

Digital Spot
Outdoor Spot
Spot TV - Daytime

National Digital

7%

12%
2%

Spot TV- Early Fringe/News

Spot TV - Prime

Net Cable-E Fringe

2%

3%

Medium

55
83.9

50
76.3

60
91.5

40
61.0

60
91.5

60
91.5

60
91.5

60
91.5

40
61.0

60
91.5

55
505.9
40
340.4

40
105.8
20
152.8

25
229.9
20
170.2
20
59.6
10
27.5
40
105.8
20
152.8

20
184.0
20
170.2
10
29.8
10
27.5
40
105.8
20
152.8

40
367.9
40
340.4
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

60
551.9
50
425.5
10
29.8
10
27.5
40
105.8
20
152.8

40
367.9
40
340.4
10
29.8
10
27.5
40
105.8
20
152.8

20
184.0
20
170.2
10
29.8
10
27.5
40
105.8
20
152.8

Target Demo: All Women ages 18-49

Apr
Total Across
30
GRPS:
30
465.7
COST:
465.7
60
80
GRPS:
685
91.5
122.0
COST:
1044.6
30
GRPS:
30
103.6
COST:
103.6
20
80
GRPS:
540
184.0
735.8
COST:
4966.9
20
80
GRPS:
480
170.2
680.8
COST:
4084.8
10
10
GRPS:
120
29.8
29.8
COST:
357.7
10
10
GRPS:
110
27.5
27.5
COST:
302.4
40
40
GRPS:
480
105.8
105.8
COST:
1270.1
20
20
GRPS:
240
152.8
152.8
COST:
1833.6

45
431.0

45
431.0

45
431.0

45
431.0

45
431.0
20
47.9

45
431.0
20
47.9

45
431.0

45
431.0
20
47.9

45
431.0

45
431.0

45
431.0

45
431.0

20
117.4
70
156.2
20
27.1
30
41.1
30
35.3

50
111.6
20
27.1
60
82.1
60
70.5

20
117.4
70
156.2

30
176.1
100
223.2

80
178.6

30
176.1
50
111.6

40
54.8
60
70.5

40
54.8
60
70.5

40
54.8
60
70.5

20
117.4
70
156.2
20
27.1
50
68.5
50
58.8

80
178.6

40
54.8
60
70.5

50
111.6
20
27.1
60
82.1
60
70.5

20
44.6

40
54.8
60
70.5

70
156.2
20
27.1
50
68.5
50
58.8

50
58.8

40
54.8
60
70.5

94
103.9

40
45.0

54
59.0

54
59.0

94
103.9

79
90.0

79
90.0

94
103.9

94
103.9

39
43.0

97
106.7

255
1619.8
74.5
3.4

230
1253.1
75.1
3.1

225
1192.6
73.5
3.1

245
1516.3
76
3.2

295
1815.8
78.6
3.8

295
1815.8
78.6
3.8

295
1815.8
78.6
3.8

295
1815.8
78.6
3.8

245
1516.3
76
3.2

225
1192.6
73.5
3.1

225
1192.6
73.5
3.1

274
407.7
74
3.7

249
432.5
75.9
3.3

224
436
75
3.0

244
350.3
72.7
3.4

304
550.7
80.1
3.8

329
662.5
82.2
4.0

259
393.8
72.9
3.6

294
564.8
80.2
3.7

284
395.2
75.7
3.8

249
470.9
76.2
3.3

529
2027.5
90.6
5.8

479
1685.7
91.1
5.3

449
1628.6
90.6
5.0

489
1866.6
90.7
5.4

599
2366.6
92.6
6.5

624
2478.3
93
6.7

554
2209.6
91.3
6.1

589
2380.6
92.6
6.4

529
1911.5
91.3
5.8

474
1663.5
90.9
5.2

May
Net TV-Prime
$(000)
Net Cable-Daytime
$(000)
Net Cable-E Fringe
$(000)
Net Cable-Prime
$(000)
Natl Syndication
$(000)
Net Radio-Morning Drive
$(000)
Net Radio-Daytime
$(000)
Net Radio-Evening Drive
$(000)
Magazines-Womens
$(000)
Digital National

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

- Ad Networks - Run Of Network

- Ad Networks - Demo Targeted
- Video Networks
- Publisher Video Sites
- Social
- Mobile
$(000)
Spot TV-Daytime
$(000)
Spot TV-Early Fringe/News
$(000)
Spot TV-Prime
$(000)
Spot Cable
$(000)
Spot Radio-Morning Drive
$(000)
Spot Radio-Daytime
$(000)
Spot Radio-Evening Drive
$(000)
Digital Spot

GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:
GRPS:
COST:

540
5171.9
60
143.8
20
77.0
120
704.4
790
1763.3
100
135.4
490
670.8
660
775.5

99
107.9

GRPS:
COST:

917
1016.1

425
2854.9
86
4.9

GRPS:
Cost:

3255
19601.4

167
210.1
57.8
2.9

278
411.7
74.3
3.8

GRPS:
Cost:

3157
5286.4

392
1402.7
86.7
4.5

703
3266.6
93.2
7.5

GRPS:
Cost:

6413
24887.8

20
77.0
80
178.6

- Ad Networks - Run Of Network

- Ad Networks - Demo Targeted
- Video Networks
- Publisher Video Sites
- Social
- Mobile
$(000)
National Only Area
GRPS
$(000)
Reach
Avg. Freq.
Spot Only Area
GRPS
$(000)
Reach
Avg. Freq.
Spot + National
GRPS
$(000)
Reach
Avg. Freq.