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Marketing Buzz 12/04

Mints for Santa, net service at Sam's Club and more

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This story appears in the December 2004 issue of Entrepreneur. Subscribe »

Fresh Ideas

Anthony Shurman, president of Yosha! Enterprises in Westfield, New Jersey, could have hawked his Momints breath mints as yet another stocking stuffer. But inspired by the movie Bad Santa, and a childhood experience with a stinky St. Nick, Shurman (our December 2003 "Almost Famous" entrepreneur), decided to offer free Momints to department store and mall Santas nationwide.

As word got out, radio stations started looking for hometown Santa halitosis, publicizing Momints with every breath test. The result, says Shurman, 33, was "a spike in sales in CVS and 7-Eleven stores-plus long-term awareness."

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