Case Studies

Introducing Altoids Dark Chocolate Dipped Mint
For its first plunge into the world of chocolate, Wrigley turned to Hunter PR to launch Altoids Dark Chocolate Dipped Mints. To create initial buzz, Hunter PR arranged for the mints to be sold only in exclusive shops throughout NYC garnering niche placements on influential, hipster blogs, Gawker and Radar. A “before retail launch” celebrity outreach program resulted in feedback from A-listers including Jeremy Piven and Andre 3000. These endorsements led to placements in Star Magazine and The New York Post. For the debut of the mints into mass market, Hunter PR hosted events at the Curious & Original Chocolate Shoppe, a pop-up retail venue in three key markets: New York, Miami and Chicago. International burlesque star, Dita Von Teese played host for the opening night reception which resulted in media coverage in top outlets including US Weekly, Perez Hilton, Daily Candy, and New York Daily News. Publicity efforts generated over 65 million impressions in the first three months of the launch.