It had been years since people had seen a new product from Altoids. Now, the maker of the ‘curiously strong’ mints was preparing to coat its mints in dark chocolate. Our strategy was to magnify inherent interest in this new combination of strong mints and dark chocolate. As we worked on the assignment, with tins of the soon-to-be released mints on our desks, we noticed that people couldn’t help but stop and ask to try the new product. They were curious... Or was it Bob’s cute butt that caught their attention?
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