From Vinu Lakkur:

You have to click on the “Wrigley’s” link in order to see the Altoidia ad campaign. The reason I like this campaign is because in addition to advertising the product’s attributes – curiously sour – the campaign revolves around one unrealistic benefit – it makes you tolerant to pain. The campaign tells us this through a small story, and though people recognize that the message is not realistic, I think people still feel that eating Altoids makes you a little stronger in some way.


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