Mint Mobile

Mint Mobile is an American telecom company based in Costa Mesa, California, founded in 2015 (as Mint SIM) by David Glickman (CEO) and Rizwan Kassim (Managing Partner). Mint Mobile sells mobile phone services and operates on T-Mobile’s cellular network in the United States. Mint Mobile has garnered industry awards including Best MVNO’s “Most Disruptive MVNO” in 2017 and 2018, Future’s “Best Value Carrier 2019” from their Tech Awards and Whistelout’s “Best Cell Phone Plans and Deals."

Mint Mobile is the sister brand of Ultra Mobile. In 2015, Ultra Mobile was ranked number #1 on Inc. Magazine’s list of the 5,000 fastest growing private companies in the United States.

Ryan Reynolds

In a statement on November 25th 2019, Mint Mobile announced that actor Ryan Reynolds had acquired an ownership stake in the company.

"It's a bit unconventional which is why I like it," Reynolds said in a statement. "Celebrities generally invest in high-end products like skincare brands or delicious gin companies. Yet Mint is making wireless way more affordable at a time when the average American is paying 65 dollars a month. I'm excited to champion a more practical approach to the most essential technology."

SuperBowl LIV

On January 30, 2020, 3 days before the SuperBowl LIV, Mint Mobile took out a full-page ad in The New York Times explaining why they were not going to purchase a Super Bowl ad.

“I love ads. Except when they cost $5 million for 30 seconds,” Reynolds said. “So instead of creating a pricey ad trying to convince people to try Mint, we’re going to let them try it for free.”

Christopher Sebela, a Portland, Oregon based comic book writer, jokingly tweeted to Ryan asking if he could buy another full-page ad for his dog. Mint Mobile surprised Christopher by running a full page photo ad of his dog in the Oregonian.

On February 2, Mint Mobile gave away free service at the kickoff of Super Bowl LIV until midnight.

Superbowl LIII

On February 3, 2019, Mint Mobile unveiled their newest commercial, “Chunky Style Milk” in the second quarter of Super Bowl LIII. “Chunky Style Milk” featured a family drinking milk full of mysterious white chunks. The commercial set off a storm of Twitter reactions including high-profile accounts such as the U.S. Surgeon General, Kahlúa, and others. Ellen DeGeneres tweeted “This game is making me hungry for a glass of chunky milk.”

Marketing Week ranked “Chunky Style Milk” as #3 on the Super Bowl LIII effectiveness chart. Out of the 86 commercials played at the Super Bowl, “Chunky Style Milk” ranked #1 in Neurological Immersion. Major news sources from Time, AdWeek, USA Today, CNET, AdAge, MSN and more featured the polarizing commercial in the days following the ad’s reveal.

Competitors

Mint Mobile’s competitors are AT&T, Verizon, Boost, Cricket, Metro PCS and Straight Talk.

References

https://en.wikipedia.org/wiki/Ultra_Mobile

https://en.wikipedia.org/wiki/Inc._(magazine)

https://www.whistleout.com/CellPhones/Guides/Best-cell-phone-plans

https://www.globenewswire.com/news-release/2019/11/25/1951947/0/en/Ryan-Reynolds-Purchases-Ownership-Stake-in-Mint-Mobile.html

https://bestmvno.com/featured/bestmvno-awards-best-of-2018-year-in-review/

https://bestmvno.com/featured/bestmvno-awards-best-2017-year-review/

https://www.theftas.com/2019/readers-choice

https://www.adweek.com/brand-marketing/mint-mobiles-first-super-bowl-spot-shows-people-drinking-chunky-style-milk-and-might-make-you-cringe/

https://twitter.com/Kahlua/status/1092222273916977152

https://twitter.com/theellenshow/status/1095491537700499456

https://www.marketingweek.com/super-bowl-ads-2/

https://www.immersionneuro.com/2019/05/16/who-won-the-immersionbowl-2019/

https://time.com/5520314/chunky-milk-super-bowl-commercial/

https://www.adweek.com/agencies/did-it-work-how-an-agency-made-mint-mobiles-chunky-milk-a-successful-super-bowl-gross-out/

https://admeter.usatoday.com/2019/01/31/watch-mint-mobiles-surreal-new-super-bowl-ad/

https://www.cnet.com/news/in-super-bowl-ad-mint-mobile-tries-to-win-customers-with-chunky-milk/

https://adage.com/article/super-bowl/mint-mobile-makes-super-bowl-debut-chunky-style-milk/316495

https://www.msn.com/en-us/lifestyle/lifestyle-buzz/chunky-style-milk-thats-not-right-mint-mobile-2019-super-bowl-ad/vp-BBT0eCk

https://www.androidcentral.com/your-mobile-plan-blows-chunks-and-mint-mobiles-super-bowl-commercial-can-help

https://www.adweek.com/brand-marketing/ryan-reynolds-loves-super-bowl-commercials-except-when-he-has-to-pay-for-them/

https://twitter.com/xtop/status/1222587574134247424

https://www.cnet.com/news/ryan-reynolds-is-giving-away-phone-service-during-super-bowl-game-today/

https://www.bradleyscout.com/voice/the-best-super-bowl-promotion-isnt-on-tv/

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