Leo Burnett is in the early stages of a viral effort for Altoids Sours, the newest product from the makers of the "Curiously Strong" mint that Burnett once broke in with guerilla marketing and dry, collectible print work. The new campaign, which broke in print last month, plays on the fact that Altoids sounds like some mysterious organ that adolescents might have concerns about. The print executions feature portaits of gawky teens and reassuring taglines like "It's normal for your Altoids to change" and "Soon, your Altoids will blossom."
The ads also direct consumers to a website -- www.gonesour.com -- that's laid out like a high school yearbook. In addition to more print ads, the site features three short films by Backyard Productions director Rob Pritts. Modeled after educational films of the fifties and sixties, the clips address such subjects as "Your Curious Body," "Making Friends with Fruit," and how to "Keep The Healthy in Healthy Curiosity."