GAY TITLE 'HERO,' ALTOIDS JOIN UP FOR TRAVELING KISSING BOOTH

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Marketer: Hero, West Hollywood, Calif., and Callard & Bowser-Suchard's Altoids.

Agency: In-house, with Leo Burnett USA, Chicago

Effort: Altoids/Hero Kissing Booth

Twist: Taking humorous marketing for Altoids mints in a new direction, Callard teamed with Hero, a magazine for gay men. Based on old-fashioned kissing booths at country fairs, the Altoids/Hero Kissing Booth allows participants to receive a "curiously strong" kiss and a tin of Altoids with each new magazine subscription or a $5 donation to the Hero Magazine Youth Foundation.

Vital statistics: Hundreds of kisses were given away at the Long Beach (Calif.) Gay & Lesbian Pride event May 22-23, spurring the companies to take the kissing booth on the road to new locations including San Francisco and New York last month, San Diego July 24-25 and Chicago Aug. 7-8. Other sponsors of Hero's traveling marketing effort have included Skyy vodka, Guinness Bass Import Co.'s

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