Appearing as Artisanal Amateurs

Abstract

Altoids mints are a great example of an authentic brand. Introduced in the nineteenth century as a remedy for indigestion (largely due to the poor state of British food), Altoids (the ‘curiously strong mint’ (Figure 4.1)) achieved cult status through their old-fashioned tins (introduced in the 1920s), quirky promotion, weird flavours, and high-quality paper wrapping (Morris 2004). In fact, Altoids advertising and collectible tins are highly sought after by collectors on ebay (Figure 4.2). In a remarkable article, Claudia Kotchka (VP of Design, Proctor and Gamble) identified why Proctor and Gamble (P&G) couldn’t produce brands with the authenticity of Altoids. Recalling Snapple, Kotchka (2006) noted how Altoids brand authenticity would be destroyed by the ‘P&G effect’. First to go would be the Altoids tin. Tin is more expensive than plastic, is heavier (thereby increasing shipping costs), is old fashioned, and the unique moulded design is difficult and expensive to change in response to changing the trends. Second to go would be the high-quality paper inside the tin that protects mints from being damaged when the tin is shaken. Again, too many parts, too much expense, and paper would be unnecessary in a newly designed plastic container.

The maturation process is quite a complex process, there are something like 500 flavour components. Surely if you start with a few good whiskies and take a little of each you’re bound to get a good result? You can mix six classics from different Scottish regions and the result can be truly awful. It’s like an artist painting a picture: you first paint the canvas with grain whisky, then you add the colours with the malt whiskies.

(Gordon Bell, Master Blender, Johnny Walker, April 4–5 2009)