In 2000, Altoids was the best-selling powermint with sales of $107 million. Within two years, however, sales had declined to $90 million. In part, Altoids’s difficulties reflected the success of Listerine PocketPaks breath strips, which had generated sales of over $110 million in less than a year. The success of PocketPaks raised an important line extension question for executives at Callard & Browser-Suchard (CB)(a division of Kraft foods): Should Altoids introduce its own version of breath strips? If so, how should Altoids strips be positioned? What media mix should CB use for the launch?
Darden Business Publishing – University of Virginia