Altoids has become internationally known as a hip, "underground" brand, built from a strong cult-like following of young, socially and physically active adults - in particular, 22-35 year old males. The key appeal of the brand comes from the intense peppermint flavor and its distinctive independent, almost quirky, personality. Chemistri's challenge was to link the "Altoids Big Tin" to holiday gift-giving in the minds of consumers through online media. The result was the "Altoids Holiday Elf," who pops-up on interesting "underground" sites like HSX.com, iFilm.com, AtomFilms.com, shockwave.com, and dailycandy.com. The animated cartoon elf suffers a mishap every time he encounters the Altoids Big Tin. For example, in "Toes" the elf yelps and the tin comes crashing down on his toes, and we learn that Altoids is curiously strong enough to "curl elves toes". The rich media banner included a link to Altoids.com, where users could purchase the Big Tin. Following the campaign, Altoids performed a pre- and post-awareness study. The survey reported that there was a 400% increase in awareness of the Altoids Big Tin ads (increased from 6.6% to 47.3%) and that the ad had influenced the respondents to visit Altoids.com (increased from 3.8% to 35.9%).