Altoids was looking for a way to improve their social media presence. As a brand, they’d always been known as the “Curiously Strong” mint. This effort took that essence and turned it into a Facebook sensation that let people nominate their friends who demonstrated “curiously strong” social media behaviors. And judging from the thousands of people who participated, it’s safe to say there are a lot of them out there.

Case Study

This video tells the story of how the campaign worked.


Seriously, everyone has a curiously strong social media behavior. Like that friend of yours who is constantly photographing food. You know, “The Foodographer.”

Sample Print

Each curiously strong social media behavior was turned into a static image used in print and other media placements.

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