The Campaign

Using a graphical representation of two lips shaped like hearts, we’ve used the negative space to form the shape of a Tic Tac pill when the lips interlocked. Symbolizing a couple kissing while sharing a Tic Tac candy, hence turning every romantic ‘French’ kiss into a fresh one with Tic Tac playing an integral role in bringing sweethearts together.

Creative Execution

We designed two lips in different tones of red to represent a guy and a lady kissing. To highlight which one was the lady, we’ve applied a glossy spot UV varnish on the left side as a representation of lipstick. The lips were stylized to be simple, yet impactful, but also in heart shape to tie in with the season of love. When the lips interlocked, they smartly formed the shape of a Tic Tac pill. Moreover, a matt texture paper stock was chosen to mimic a Tic Tac pill’s texture.

Indication of how successful the outcome was in the market

The simple art direction and impact visual stood out from the clutter of Valentine’s Day promotional messages and advertising, but also from the busy environments in supermarkets and convenience stores. As a result, Tic Tac became top-of-mind and the posters generated more impulse purchase as sales increased by 15% during the period. The design proved to be popular as our followers on our Facebook fan page downloaded the artwork as wallpaper for their smartphone’s and also used as e-cards on Valentine’s Day.

The posters were designed to breakthrough the clutter in the point-of-sale environments, hence the simple and clean art direction. Using a memorable and eye-catching visual to make Tic Tac top-of-mind during Valentine’s Day period, we placed the posters in supermarkets and convenience stores where Tic Tac was available for purchase. Outdoor and indoor posters near shopping malls also targeted shoppers as they searched for their Valentine’s gift a week prior. The execution was also used on elevators doors, turning the awkward-elevator-moment into an intimate one.