Brief Explanation

Tic-tac is an icon of the mint category Emphasis on innovation and new flavours has meant that its “original” flavours: Peppermint and Orange were in decline. We needed to get Aussie millennials to re-engage and start to re-purchase Millennials want to be part of a tribe. Through platforms like Buzzfeed Millennials are finding new and fun ways to do this. Our idea was to turn Tic-Tac consumption into a giant mobile based quiz. Like buzz-feed, we would encourage millennials to take the quiz answer a few simples’ questions and help identify which ‘tribe’ they belonged to.

Results and Effectiveness

The decline of peppermint and orange not only halted, but we achieved a 19% combined growth across our campaign period. This was a significant achievement across a category usually dominated by flavours. Over 31,000 people took our quiz, 3 times more than expected. This is more Australian millennials who saw One Direction in concert. We even run out of bumper stickers within a week! Millennials across Australian were discussing whether they were a ‘chewer, cruncher or roller’ putting the brand back into this hearts and minds and hands of this flavour driven audience.

Creative Execution

ESTABLISH Focusing on high reaching A/V media we maximised exposure across a short period. CHOOSE Once they knew about the idea we wanted them to interact. Mobile display took millennials to the quiz while ‘tap it’ technology on buses brought the quiz to them. Knowing the importance of commuter media for this audience we partnered with press title MX. An impactful cover wrap and product sampling drove engagement and interaction. CONVERSATION Once their tribe had been identified their results were published across social media. We then sent them a car bumper sticker proudly proclaiming which tribe they belong to.

Insights, Strategy and the Idea

New flavours and formats in the category appeal to millennials desire for ‘fun’ and ‘new’ We had to inject this sense playfulness into our media approach and create opportunities for interaction. At the heart of our strategy was our ‘chew, crunch, roll’ quiz. The quiz helped millennials identify which tic-tac tribe they belonged too based on how they ate their Tic-Tacs. To bring this to life we created a three phased approach: 1) Use broad reaching channels to ESTABLISH the idea 2) Find interactive ways for millennials to CHOOSE their tribe 3) Create CONVERSATION in millennial media to drive engagement