Everyone has heard of Tic Tac - the brand does not have an awareness issue, but consumers are bombarded by noise and innovation in the gum and mint category. Our research uncovered insights around Millennial and Gen Z audiences that sparked our strategic platform of "Go Little". These younger generations are looking for brands to entertain them, connect with them emotionally and stand for something larger than just their product.  By leveraging digital content series, a digital tone of voice, and a visual "toolbox" we realized that Tic Tac can entertain consumers and spike relevancy - pushing Tic Tac ahead of the competition.  Our digital strategy was focused around sparking refreshing moments of joy by being the Champion of Little. This came alive through mass and targeted platforms, from high production value shoots to real-time content generation - all while we were consistently talking to and engaging our community to make the content better.

Tic Tac Social Content 

The Tic Tac brand personality lends itself to fun, lighthearted content.  But not everything calls for that tone.  When Donald Trump's "Access Hollywood" video came out and he referenced Tic Tac, we had to take a stand in a clear and concise way - and we were praised for it.  However, most of the time the content we created aligned strategically with "Go Little" moments in culture, product, and season.  We created a content strategy that clearly brought to life the personality of the brand, the idea behind "Go Little" and it struck a deep chord with our community.