PostSecret - Stamps + Chocolate

The marketing geniuses behind Altoids (just try to tell me their Curiously Strong campaign isn't effective, I dare you) have come up with a slightly viral, very interactive online campaign to promote their new Chocolate Altoids. Really, the word chocolate sold me right off, but apparently others aren't so easily swayed.

The concept is a la PostSecret. Annonymous people write short notes (up to 50 characters) that, once approved by the moderator, are added to the (chocolate) pool of other people's thoughts, shout-outs, secrets, put-downs, confessions, etc. The gimmick is that each thought becomes a white mint Altoid floating in a chocolate pool and anyone accessing the site can click on your thought and see what you wrote. You also have the option of approving your thought to be used by Altoids in the banner ads they are placing on other sites:


Therefore, anyone can be a copywriter! I bet that feels good to all you other ad students out there who paid $45,000 a year on a degree and countless hours on a portfolio only to be shot down time and again by the big ad agencies. Look! They don't even need you! They can pay joe-schmo $0 to write their ads AND get them to want to eat chocolate Altoids at the same time! Brilliant.

Good thing I want to be an art director.

Here's my special message to all of you:


If that doesn't put you in the mood for something chocolate dipped, I don't know what will.