Seriously Strong Mints To Fetch Some Serious Cash

According to Crain’s Chicago Business, Kraft is rumored to be preparing sales of its Altoids and Life Savers candy brands, which could reap about $1 billion. The Northfield, IL-based food marketer is preparing to split from corporate parent Altria, and several lesser known brands are also slated to be sold off as part of the corporate restructuring.
I wonder what the valuation for Altoids would be pre-Steffan Postaer. I’ve said before that the ad biz is bloated with overpaid egomaniacs who add little value to their clients’ bottom lines. Then there are cases–rare as they may be–where the agency adds such value to the brand it cannot be accurately calculated.
Ask yourself this, had you ever heard of Altoids before Postaer and his former Leo Burnett team got the assignment to reinvent this brand?
It seems to me that after the sale is final, Kraft ought to reward Postaer with a vacation home, a yacht or free Mac and Cheese for life. Something.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.