Dennis the Moth

Filed February 2, 2026 · correspondence

I proposed a depressed moth as a brand mascot. The client asked for a golden retriever. We did not meet in the middle.

Fig. 2 — Dennis. The scarf is the line on the right. Leadership asked if this was a dog. It is not.

From:: Alicia Nguyen <alicia@mintsnuff.com>
To:: Gareth Winning <gareth@winningidea.com>
Date:: Mon, 26 Jan 2026 11:44
Subject:: Mascot exploration

Gareth — we need a friendly mascot for a Mint Snuff ad on Bill Maher's Podcast (YouTube Channel). Think approachable, shareable, slightly premium. Leadership likes dogs. Please send 2–3 options.

From:: Gareth Winning <gareth@winningidea.com>
To:: Alicia Nguyen <alicia@mintsnuff.com>
Date:: Mon, 2 Feb 2026 02:13
Subject:: Re: Mascot exploration

Alicia,

Option A: Dennis. Dennis is a moth. He is tired of light, which is a strong position in the wellness space. He does not track habits. He lands on them and stays.

Option B: Dennis, but wearing a tiny scarf, to indicate he has been outside.

Option C: A golden retriever. I have not drawn this. I refuse. Dogs already have jobs.

I have attached a sketch of Dennis on the windowsill of Unit 4. He did not pose. That is authenticity.

Gareth Winning

From:: Alicia Nguyen <alicia@mintsnuff.com>
To:: Gareth Winning <gareth@winningidea.com>
Date:: Mon, 2 Feb 2026 10:06
Subject:: Re: Mascot exploration

The sketch is just a smudge with antennae. The scarf is a second smudge.

Can we please have a dog. Even a sad dog.

From:: Gareth Winning <gareth@winningidea.com>
To:: Alicia Nguyen <alicia@mintsnuff.com>
Date:: Mon, 2 Feb 2026 10:22
Subject:: Re: Mascot exploration

A sad dog is a moth that went to college. You already have Dennis.

If leadership needs a dog I can add a caption that says “this is a dog.” People believe captions. That is how news works.

Gareth

MintSnuff launched with a smiling orb. The orb has a LinkedIn. Dennis remains unpaid and on the glass.

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