Warner-Lambert’s Koldt to target upscale consumer

Warner-Lambert Canada is hoping that its intensely flavored Koldt mints will break open a new premium category.

Koldt mints are available now in Ontario stores and will be rolled out to the rest of the country next month.

The mints are much stronger tasting than other brands, reflecting Warner-Lambert’s belief, supported by market research, that Canadians are developing a preference for more intense flavors.

According to David Sculthorpe, vice-president of Adams Brands, a division of Warner-Lambert Canada, the company’s Canadian products tend to have the strongest tasting formulations available anywhere in the world.

Warner-Lambert also markets Chiclets, Trident, Clorets, Rolaids, Certs and Halls.

The Koldt product retails at $1.99 for 50 tiny mints, about twice the price of other mints, and comes in three flavors: peppermint, eucalyptus and citrus.

Joe Morrissey, business manager at Adams Brands, says the higher price is justified by the greater concentration of flavor ingredients and the recyclable white-plastic packaging.

‘You are essentially paying more for what’s in the product,’ he says.

Morrissey notes today’s consumers are more willing to accept the expense for better products, citing premium coffees and ice creams as examples of that phenomenon.

‘The range people are willing to accept is much broader.’

Koldt is targeted at the 25-years-plus market.

A new tv spot, created by Toronto-based ad agency J. Walter Thompson, hit Canadian screens earlier this month.

The spot was directed by Warren Miller, who is known for his radical downhill skiing films.

It shows a climber ascending a particularly difficult glacier face in the Rocky Mountain range.

As he reaches the peak, he inhales and exhales deeply. The voice-over says: ‘Some people will go to great lengths to get a breath of fresh Alpine air.’

The scene then switches to another man, not on a mountain and looking much less exhausted, who pops a Koldt mint into his mouth, and exhales a crisp breath.

‘Some people just go to the store,’ says the voice-over.

Similar creative will be used in outdoor and newspaper advertising, which breaks in May.