Print media is always looking for ways to stand out and break the mold. That was our goal with these print ads, trying to create an iconic advertising campaign that our target age demographic would be inclines to actually rip out of the magazine and hang on their walls. As C. Howards was branded as the perfect mint for freshening up after drinking and smoking, we decided to lean into that heritage through a modern drinking and smoking lens.

With the additional play-on-words, we advertised the violet mints with ultra violet lights. The print ads glow in the dark, making them double as an accessible dorm room decoration for college students.

The print ad in the light reads: This page comes alive after dark.

The glowing print ad in the dark reads: come alive after dark

The print ad also features additional copy that is snappy and personalized to each model, making references to different alternative fashion or the glow in the dark feature of the print ad.

Copy at the bottom right of this ad reads:

C. Howards mints do not contain any radiation, just good taste.