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A long-form Web film and the launch of a strip product are being considered by Altoids and its agency LB Works as the brand tries to keep its fresh appeal amid increased competition.
Creatives at LB Works, a unit of Leo Burnett in Chicago, are working on a script for a Web movie that would be longer and more cine matic than the brand’s past efforts, sources said. Early drafts spoofed a sci-fi B movie, sources said.
Altoids was one of the first brands to use Web films for its marketing efforts, starting in 1999 with clips touting a Cinnamon extension and continuing this year with minute-long educational-film spoofs for Altoids Citrus Sours.
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