Altoids mints have for many years been marketed under a brand that has successfully conveyed an image of Victorian understatement, exaggerated politesse, and quirky humor. I would think these lovely characteristics, which carried the mints to such success in the US market, would be enough for Callard and Bowser. Apparently not! A reckless experiment in marketing has resulted in what strikes me as more of a misstep than previous Altoids attempts at boundary-pushing. Recently I opened the familiar tin of peppermints expecting to be soothed by anachronistic charm, instead to be assaulted by an earthy imperative:

“Open your mint hole”? How of-the-moment. Thank you, but I don't think I will.