BE PREPARED

Bronze Spike
TitleBE PREPARED
ClientFERRERO ASIA
Product / ServiceTIC TAC
CategoryB01. Posters
EntrantGREY GROUP THAILAND Bangkok, THAILAND
Entrant Company GREY GROUP THAILAND Bangkok, THAILAND
Advertising Agency GREY GROUP THAILAND Bangkok, THAILAND
Advertising Agency 2 GREYnJ UNITED Bangkok, THAILAND

Brief Explanation

The client needed a poster and print solution that would make Tic Tac top-of-the-mind when consumers are purchasing within the mint candy category. The solution also needed to be adaptable and relevant to the Singapore and Thailand market.

The Brief

Despite Tic Tac’s numerous flavours, it is internationally well known for its mint variant. Moreover, Tic Tac’s brand value is to spark the refreshing moments people need to enjoy the everyday; while retaining a simple, spontaneous and lighthearted tone of voice.

How the final design was conceived

No one loves talking to someone with a bad breath. And when it comes to kissing, the importance of a fresh breath is even more substantial. Using the very distinctive shape of a Tic Tac pill, we cleverly placed it to form the negative space between a pair of kissing lips. The final artwork was printed on a thick matte paper stock to replicate the texture of an actual Tic Tac pill. To emphasize the kiss, the red colour was carefully selected to be as close to a lipstick red. Additionally, a spot UV coating was also applied to the red part of the lips.

Indication of how successful the outcome was in the market

Using a powerful yet simple graphic, Tic Tac reminded consumers to be prepared for when the moment comes.

Credits

Name Company Position
Ali Shabaz Grey Group Thailand Chief Creative Officer
Jureeporn Thaidumrong nudeJEH Thailand Creative Chairwoman
Asawin Phanichwatana nudeJEH Thailand Executive Creative Director
Andrew Chu nudeJEH Thailand Creative Director
Andrew Chu nudeJEH Thailand Creative Team
Arnon Kantawang nudeJEH Thailand Creative Team
Watjanakorn Mollprasittiporn nudeJEH Thailand Creative Team
Pat Deesawat nudeJEH Thailand Creative Team
Worrawan Chailert nudeJEH Thailand Creative Team
Jongkoch Dusittanakarin nudeJEH Thailand Planner
Kanaporn Hutcheson nudeJEH Thailand Account Services Team
Konthamas Ratanasuvan nudeJEH Thailand Account Services Team
Kodchakorn Walaphon nudeJEH Thailand Account Services Team
Gaurav Arora Grey Group Thailand Account Services Team
Marie Tan Grey Group Thailand Account Services Team
Wong Cheng Wah Grey Group Thailand Production Manager
Rohit Nair Grey Group Singapore Digital Account Director
Linda Avriani Grey Group Singapore Digital Account Manager