Tic Tac

Tic Tac is a brand of small sized mints. It was first produced in 1969 and made in plastic boxes with hinge lids. The brand became known for it's low calorie, flavorful mints. The product has also been known for it's appeal to the older generation. Recently, the company has released Tic Tac Mixers, two flavor changing mints Peach Lemonade and Cherry Cola, which they hope will appeal to a much younger audience.

The Ask

Create a campaign that gets millennials interested in the new Tic Tac mixers product. Campaign should incorporate Tic Tac's tagline "Go Little" in some way.

The Challenge

Millennials aren't buying Tic Tac's, as the product doesn't resonate with them. Our Goal: Improve product and brand engagement with millennials.

The Insight

"We don't see little change as exciting." But change can come in many different ways, shapes, and sizes. Millennials do not find change exciting in their life unless it's the bigger changes such as a "big" new job, or a "huge" promotion, or perhaps even a "big" purchase such as a house. This mindset often has us overlook the little changes in our life that can still be just as exciting.

The Strategy

Turn the consumer truth into a tagline, and transform that into an experience. The consumer truth: "Little isn't exciting" presented a problem that can be flipped into a solution-oriented action such as "Make Little Exciting" From there it was easier to brainstorm different ways to create an experience that made little exciting.

The IDEA

The tagline "Make Little Exciting" was used to create a Tic Tac brand activation which was integrated with Coachella for a Day and Night experience (see more below).