So, I keep a little kit of repair items in an Altoids tin. Just things like thread & buttons, super glue, safety pins, duct tape, etc. I use it from time to time, often for other folks who's gear took a dive. Yesterday I was hiking a little trail with my family in the Smokies (we are on vacation) and we move over for a couple to pass us. The lady had a blow out with her sneaker sole. I offered up some duct tape from my kit to get her down the mountain. No big deal. Turns out she works for the ad agency that reps Altoids. She took a picture of my kit, lol. Nothing earth shattering, but it was a little different for me. Btw, they are totally aware of all the millions of kits and projects that get made with the tins.