Client: Hint Mint
Project: Launch to Market
In April 2001, Kaplan Communications, Inc. (KCI) began working with Hint Mint to build brand awareness and increase visibility for their stylish mint products. Hint Mint’s goal was to be positioned as the first true “designer mint,” and to be viewed as a contemporary fashion accessory.
KCI’s plan was to introduce Hint Mint to trend-setting media, events, and people; leverage its unique slide packaging, limited edition Artist Tins, and superior quality to distinguish it from its competitors; and to tell Hint Mint’s unusual business story to top national and local media.
KCI developed and implemented a strategic public relations program aimed at increasing visibility to upscale audiences, targeting top fashion/beauty, business, and consumer media. KCI also targeted confectionary trades, in order to leverage visibility with national retailers.
To further expose Hint Mint to upscale audiences, KCI utilized client contacts with charitable organizations and high-profile events to secure numerous sampling opportunities. Hint Mint was featured in gift bags at the Macy’s/American Express Passport fashion event, West Coast launch parties for the new season of HBO’s Sex and the City, Outfest Film Festival, the NAACP Image Awards. Hint Mints were also featured at the Emmy’s and Oscar’s.
As a result of KCI’s launch in 2001, Hint Mint’s slide-to-open tins have been featured, photographed and sampled by top beauty/fashion outlets like InStyle.com, Elle, Marie Claire, Seventeen, Essence, and Avenue. From top Valentine’s Day picks to sleek accessory stories, they were positioned consistently as the sophisticated mint of choice. The business pitch that KCI created also resulted in numerous articles in national, local and trade publications. Syndicated columns written by small business columnists Jane Applegate and Cathleen Egan have been picked up by 27 publications to date, including BusinessWeek.com, Entrepreneur.com and Los Angeles Business Journal.
KCI has successfully secured 52 key local and national media placements with media impressions reaching almost 12 million. Highlights include:
Print
Elle
Dow Jones
Essence
Redbook
Marie Claire
Seventeen
Avenue
Los Angeles Business Journal
Broadcast / Online
InStyle.com
Entrepreneur.com
Business Week Online
KNX-AM
DailyRepublic.com
