How Strong Is Strong Enough?

Kramer-Krasselt in Chicago suggests freshening one’s breath doesn’t have to involve deadening one’s tongue in new print ads for Velamints that some might find curiously similar to Leo Burnett’s Altoids campaign, the recent winner of the MPA’s Kelly Award for general excellence.
Altoids’ well-known ads play on the “curiously strong” nature of the tinned mints. C-K’s ads suggest Velamints, marketed by Chicago-based Ragold, also have a muscular taste, but one that’s less extreme.
“You can buy a stronger mint,” suggests one execution, “but what in God’s name did you put in your mouth to need one?” The tagline for the campaign is “Intense. Not insane.”
“We wanted to remind people that fresh breath doesn’t have to hurt,” said Christine Montaquila, copywriter for the campaign. “The perception is, if it doesn’t numb your entire head, it’s not working.”
The ads, targeting women, will run only in the National Enquirer.
–Trevor Jensen