This campaign was created right when Altoids came on the mint scene. Until then, tic tac was the only tiny powerful breath mint around. Suddenly they felt the heat and needed a campaign that would separate them from a growing field of competitors. We recommended that they play up their quirky and kind personality with the tagline: “Breathe Friendly”. We hired a wonderful french illustrator who had been working with Barney’s, the high end NYC department store, Isabelle Dervaux. Her style and the insighful brand-right friendly tone in the headlines created a campaign that was a predecessor to the modern day meme. But back then there was no social media so we printed posters and postcards instead. They loved this so much they put the tagline on their iconic packaging.

(If you know me, you’ll recognize that my partner Jerry Olson and I appear illustrated in the clouds image).