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Mint Mobile

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Mint Mobile, LLC
Company typePrivate
IndustryTelecommunications
Founded2015; 9 years ago (2015)
FounderDavid Glickman
HeadquartersCosta Mesa, California, U.S.
Key people
Rizwan Kassim (Managing Partner)
ServicesMobile phone service
OwnerRyan Reynolds[1]
Number of employees
150 (2017)
Websitemintmobile.com
Footnotes / references
[2][3]

Mint Mobile, LLC is an American telecommunications company that sells mobile phone services and operates as an MVNO on T-Mobile's cellular network in the United States.

History

Based in Costa Mesa, California, the company was founded in 2015 (as Mint SIM) by David Glickman (CEO) and Rizwan Kassim (Managing Partner) as a subsidiary of Ultra Mobile.[4]

In 2019, it was announced that Mint Mobile would be spun off from its parent company, Ultra Mobile (UVNV Inc.),[5] and would become Mint Mobile, LLC. During this announcement, it was also revealed that actor Ryan Reynolds would acquire an ownership stake in the new company; he has since become the public face of the company.[6]

Ad campaigns

Super Bowl LIII

On February 3, 2019, Mint Mobile unveiled their 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 Twitter reactions from 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.”[7]

Marketing Week ranked “Chunky Style Milk” as #3 on the Super Bowl LIII effectiveness chart.[8] Out of the 86 commercials played at the Super Bowl, “Chunky Style Milk” ranked #1 in Neurological Immersion. News sources including Time, AdWeek, USA Today, CNET, AdAge and MSN referenced the polarizing commercial.

Super Bowl LIV

On January 30, 2020, 3 days before the Super Bowl 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," Ryan 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."[9]

Christopher Sebela, a Portland, Oregon based comic book writer, jokingly tweeted to Reynolds asking if he could buy another full-page ad for his dog. Mint Mobile surprised Sebela by running a full-page photo ad of his dog in The Oregonian.[10]

On February 2, Mint Mobile gave away free service at the kickoff of Super Bowl LIV until midnight.[11]

Super Bowl LV

On February 2, 2021, 5 days before Super Bowl LV, Mint Mobile took out a full-page ad in The Wall Street Journal stating that they were once again not purchasing a Super Bowl ad. Instead, they increased data limits of all plans free of charge.[12]

References

  1. ^ "mister Reynolds has decided to become an owner of Mint Mobile". Mint Mobile. Retrieved November 28, 2020.
  2. ^ "Ultra Mobile Company Profile". Inc. Retrieved 2020-02-10.
  3. ^ White, Ronald D (5 February 2017). "Ultra Mobile CEO David Glickman finds his calling". Los Angeles Times. Retrieved 25 Feb 2017.
  4. ^ "Ultra Mobile Tops Inc. 5000". www.ocbj.com. Retrieved 2021-01-21.
  5. ^ "Mint Mobile Sells Ownership Stake To Actor Ryan Reynolds". BestMVNO. 2019-11-25. Retrieved 2021-07-27.
  6. ^ Gonzalez, Oscar. "Ryan Reynolds now owns Mint Mobile". CNET. Retrieved 2021-01-21.
  7. ^ "Mint Mobile makes Super Bowl debut with 'Chunky Style Milk'". adage.com. 2019-02-01. Retrieved 2021-01-21.
  8. ^ Lyons, Erin (2019-02-04). "Super Bowl 2019: Who won the ad battle?". Marketing Week. Retrieved 2021-01-21.
  9. ^ "Watch All the Best Super Bowl Ads Right Now". Wired. ISSN 1059-1028. Retrieved 2021-01-21.
  10. ^ "How Ryan Reynolds Took the Advertising World by Storm". www.martechadvisor.com. Retrieved 2021-01-21.
  11. ^ Broida, Rick. "Mint Mobile: No Super Bowl ad for us, free phone service for you". CNET. Retrieved 2021-01-21.
  12. ^ "Mint Mobile eschews Super Bowl ad in another customer-focused savings stunt". 2 February 2021.
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