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Altoids
Altoids Partners with Pedicabs for its Curiously Strong Campaign
New York, NY November 1, 1999. Altoids, the "curiously strong" mints, are now advertising on one of the most innovative platforms in New York City: pedicabs, or bicycle rickshaws. This clever brand presence campaign plays off the concept of the robustness of the pedicab driver and the powerful mints. The campaign features a giant illuminated Altoids tin suspended on a wrap ad covering the rear and sides of each pedicab.
Under the guidance of Leo Burnett USA, which first approached the pedicab
companies, the campaign has drawn wonderful curiosity. "Because of
their novelty and friendliness, they are frequent head-turners of even the
most jaded New Yorkers," says Jeff Grace of Leo Burnett USA, who
produced the campaign. As the sun sets, the oversized Altoids boxes begin
to give off a warm peppermint glow.
"The visual experience of the campaign complements the soothing
sensation of riding a pedicab" adds Peter Meitzler, president of
Manhattan Rickshaw Company. "Sometimes we are serving a very
different type of customer than a taxicab rider," adds Meitzler.
"We often have customers looking for out of the way places or
whimsical, destination-less rides, and we can transport passengers where
taxis can't go such as pedestrian malls, the waterfront, and bike
paths."
Manhattan Rickshaw Co. and Pedicabs of New York ("PONY") began
operations more or less around the same time, late Fall of 1995. In so
doing, they
joined with several U.S. cities already featuring pedicabs such as San
Diego, San Francisco, and Denver. As soon as they appeared in New York,
they were considered the new, smart vehicle in town -- smart because
they're environmentally kind and very personal (they can take you to your
door), and they can show you the city in ways you've never seen before.
The drivers function like NYC ambassadors with their knowledge of
"in" spots and cozy restaurants and routes that just might make
the trip feel like a journey.
Be sure to visit: www.altoids.com
Other Campaigns
Manhattan Rickshaw Company
Sensible — Affordable — Magical
URI: http://www.manhattanrickshaw.com/campaigns/altoids.htm © 2007