The Campaign

Using Tic Tac’s iconic logo shape, we used it as a leaf and placed it above a simple illustration of each of the fruits it now came in. Resulting to a simple, yet highly memorable and impactful visual to announce that Tic Tac is now in mango, apple and orange flavours.

Creative Execution

To reinforce Tic Tac’s positioning on freshness, we turned its iconic logo to become a fruit leaf by strategically placing it above a simple illustration of a mango, apple and orange. With lots of white space, the graphic stood out from all the clutter in a retail environment, from the other advertising messages in the city, as well as in the newspapers. Simplicity was the key, so we carefully minimize, reduce and got rid of all the elements that was found unnecessary during the design process.

Indication of how successful the outcome was in the market

Tic Tac’s positioning on freshness was strengthen as the design reinforced the freshness of its new fruity flavours, while maintaining a tone of voice that would appeal to its young and smart target audience. The campaign successfully reached its objective of raising awareness of its new fruit flavours, as sales went up in no time and it got followers talking about the new flavours on Tic Tac’s social media pages. Fans even shared the news amongst friends, as the visuals were also used as Facebook content.

Tic Tac has built a strong positioning on freshness, so we used its logo as a leaf to communicate the freshness of its fruity flavours. As Tic Tac is a product that locals buy on impulse, we made sure it was top-of-mind by choosing the appropriate media on the path-to-purchase in order to trigger consideration and encourage trial. With millennials as target audience, we wanted to reward them by not having to include any words, nor using a hard-selling tone of voice.