The Hint Mint people have come up with new mints for the ultra-hip crowd. Basically the company has packaged their traditional mints in matchbook-sized hip flask-contoured tins.
Implications - Subculture groups want items they can call their own; they want products that will make them feel separate and unique from the rest of the population. Offering simple and ordinary products, like mints, that appeal to only certain, specific subsets of the population allows a brand to make a deeper connection with its customer. In turn, the customer feels "special," and are thus more likely to buy the product again or, at the very least, think of the brand in a more positive light.
Mints For the Ultra Hip
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