Challenge: C. Howard's has been making mints and gum for almost 100 years. Their mints, especially their famous violet-flavored mints, are delightfully old-fashioned, both in flavor and vibe. As a result, C. Howard's struggles in reaching the young adult consumer.
Insight: C. Howard's violet mints are uniquely flavored: floral, sweet and something you can't quite put your finger on. You either love them or hate them, and those that love them really love them.
Solution: C. Howard's violet mints are undeniably individual—and so are the people who eat them. They are unapologetically themselves, unafraid of what others have to say. They are bright, bold and shine bright in a sea of sameness. They're ultraviolet.
