Mintacular

How do you launch an innovative product no one cares about? By hijacking the launch of an innovative product everyone cares about. We trolled New Yorkers with a suspicious dated billboard around the time of the iPhone 5 launch, unleashing a wave of speculation online. When the big day arrived we revealed that the billboard was in fact an announcement of Mintacular, a new flavour of Stride gum. We launched in true Apple style with a feature-heavy product demo.