Altoids are great little mints that the package proclaims are curiously strong. I think the Altoids company has become curiously strange.

Here’s the headline:

like a
horse whip

Marketers have known for some time that nothing sells mint candies like a good old-fashioned horse whipping. I know it works for me. Each time the lash cuts into back flesh, I think: “It’s time for an Altoids mint!”

This ad is the written equivalent of someone walking into a room, shouting nonsense, exposing himself, and then walking out. It leaves you bewildered, horrified, and then glad that he’s gone.

They leave you with this parting shot: A Slap to the Cerebellum. This is good advice to whomever came up with this ad.


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