Leo Burnett has received several awards for its advertising for those 'curiously strong' Altoids mints. Outdoor boards have carried such wry headlines as, 'So strong they come in a metal box.'
The latest outdoor and print ads for Callad & Bowser/Suchard's Altoids brand use a new headline, 'Danger, Will Robinson!' coupled with a photo of something unexpected that also comes in a metal wrapper: the robot that was the most likable character in the '60s television series Lost in Space. The headline was the robot's most frequent dialogue line in the program.
The ads follow from a marketing partnership between Altoids and New Line Cinema Corp., New York, which is plotting a resurgence for Lost in Space. A film based on the series--the adventures of a family marooned in space with a fussy robot--will be released in April 1998, and tie-in plans include a line of toys featuring the characters (including young Will Robinson).
'Our advertising has focused on Altoids' quirky, off-beat personality,' said Mark Sugden, Altoids marketing manager, in a statement. 'The Lost in Space tie-in was a great opportunity for us to create yet another 'curious' execution.'
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