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Few brands are as confident as Altoids^®. None are as “Curiously Strong™”. To celebrate that sense of assurance and give the brand’s core audience a way to do the same in their own lives, we created Tune Out—an iPhone, Android and desktop application that cuts down on the digital noise. Tune Out lets fans keep up with their favorite friends – and only their favorite friends – on Facebook, tuning out everyone else.

Using Tune Out, fans select their favorite friends they want to receive Facebook and Twitter updates from, opting out of updates from old high school classmates and the other contacts they’d rather not hear from on a daily basis. The functionality speaks to the conviction that defines Altoids mints. You know who your real friends are. Ignore the rest.

Promoting Tune Out on a dedicated site as well as on Facebook and in online and mobile banners helped us further differentiate Altoids as a brand that not only ignores the noise, but helps others do the same.

In addition to helping people tune out the noise, we celebrated those who stay true to themselves like Altoids. You can check out Altoids Celebrates Authenticity here.

Altoids and Curiously Strong are trademarks of Callard & Bowser.