Great marketing is simple (but not easy). It communicates obvious value to a customer. It should be a no-brainer.

It’s even easier when the product or service does its own marketing.

Breath mints for construction workers and automotive maintenance engineers is not obvious. Until now.

Wrench Mints changes that. “When your breath is broke… Fix it!”

The cap slides off using a pretty cool packaging technique. Suddenly it’s cool for tough guys to have fresh breath. And the stars are noticing.

By happen stance, I met Wrench Mints Founder Eddie Rubin in Southern California the weekend preceding CEA. He showed me these mints, and as a marketer I could not help but feel inspired by the clever, yet simple value proposition Wrench Mints offers.

It’s just a reminder to me that even though we live in a new world of “advanced marketing,” nothing works like a simple, unique message that delivers epiphanies whenever someone sees it. Work to make marketing simple, regardless of the media form. Remember, simple is not easy. Kudos to Eddie for a brilliant concept.