adambair's posterous

New Altoids Packaging (inner wrapper)

As a long-time user and abuser of Altoids mints I was surprised when I opened a fresh tin to see that the classic white internal wrapper had changed...

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It seems that Callard and Bowser decided to add a few words to the usually blank thin inner white paper wrapper. I know, the death of a classic, fine, purists: take a moment to mourn the loss of the pristine, virginal white wrapper...

The cool part is when you finish all of the Altoids and reach the bottom of the tin. You are presented with nicely faded/misty text that fades through the other side of the wrapper. If you take out the wrapper you'll discover the text is printed in reverse on the backside of the paper. This is different than the text on the front/topside of the wrapper. C&B took the time and resources to print on both sides of the wrapper in such a way to make the experience more pleasurable.

This, my friends, is why I buy Altoids. The experience. Tin, crinkly wrapper, strong simplistic mints, attention to detail. A modern classic.