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Marketing Buzz 12/04

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

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

Fresh Ideas

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

As word got out, radio stations started looking for hometownSanta halitosis, publicizing Momints with every breath test. Theresult, says Shurman, 33, was "a spike in sales in CVS and7-Eleven stores-plus long-term awareness."

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