Burnett to Put Altoids on Screen




Short Film Will Announce Cinnamon Flavor
CHICAGO–Following several years of award-winning print and outdoor work for Kraft’s Altoids mints, Leo Burnett is working on a short film to support the launch of a cinnamon flavor.
The work is thought to be destined for the Internet, but could appear during previews at movie theaters, sources said.
The film will introduce consumers to a “hot” female–the embodiment of the cinnamon flavor. The woman, tentatively dubbed “Sindy,” lives in the desert, and everything she touches bursts into flames, sources said.
The product itself is currently being tested in San Francisco.
Agency officials referred calls to the client. Officials with Kraft and subsidiary Callard & Bowser-Suchard declined comment.
Over the past few years, Burnett has received much acclaim for its idiosyncratic campaign touting the “curiously strong” mints. An outdoor campaign with amusing photos and clever headlines in bold red lettering garnered much attention and eventually led the Northbrook, Ill., company to invest in print ads.
The print work won the Kelly Award for General Excellence from the Magazine Publishers of America in 1998.
Though the theme continued when the company launched a Wintergreen flavor last year, the brand has never been on television or in film.
Kraft spent $10 million advertising Altoids mints last year, according to Competitive Media Reporting. Cinnamon is believed to be the last flavor introduction.