As you requested, our agency has taken the opportunity to asses the Altoids brand and product line in order to deliver a firm recommendation for reintroducing the brand. The confectionery industry is an ever changing and competitive one, with many overlapping sub-categories to consider. Positioning As Altoids basically pioneered the huge growth of the power mint subcategory of mint products its positioning was pretty much defined as just that: the power mint. But with all of the competition that has since joined the category, brands have settled in to their respective positions among various segments. In addition Altoids extended its product line to include hard candy, chewing gum, and breath strips. As shown in Exhibit 1.1 the Altoids brand position is well defined as sophisticated and strong. The strength of the mints will be a factor that bodes well for Altoids as the industry is moving further and further down the path of mints and gum becoming functional breath and oral care products as opposed to a candy or treat. The sophistication will resonate with an older (......

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