Dive Brief:
- Tic Tac launched limited-edition packs featuring positive messages that seek to inspire kindness and personal connection, according to a press release. The packs are available now through April with messages including "Keep Your Day In Mint Condition," "Orange You Glad We Have Each Other?," "Up For An Adventure?"
- In addition to the packaging, the Ferrero mint brand has launched Tic Tac Messenger, which allows consumers to send unique messages through an augmented reality (AR) experience on tictacusa.com. Tic Tac is also running a "Share the refreshMINT" sweepstakes on Facebook, Instagram and Twitter.
- Tic Tac's new packaging, AR messaging activation and social sweepstakes key in on kindness and personal connection, a theme that marketers have embraced as daily life remains particularly fraught after nearly two years under a pandemic.
Dive Insight:
Tic Tac's latest effort elevates new packaging with mobile tactics including AR messaging and a social sweepstakes. The campaign is themed around sharing kindness and connecting with others — two things that have been in short supply during two years marked by the pandemic and social conflict — and comes as other brands hope to convey simple concepts like community and joy in their 2022 campaigns.
"With this line of limited-edition packaging, we wanted to take our brand ethos of giving consumers the confidence they need to the next level by prompting them to share kindness and connect with others in a way that only Tic Tac can," the brand's Senior Marketing Director Neal Finkler said in the press release.
Tic Tac Messenger allows consumers to select up to nine words from a library of word-bearing Tic Tacs (or a pre-prepared message), customize two characters and select a theme. The message can be shared with friends via a link or social media and is then brought to life in AR.
In addition, a social sweepstakes encourages consumers to submit photos of how Tic Tac inspires positivity, joy or connections on Facebook, Instagram and Twitter with #RefreshmintSWEEPS for a chance to win prizes that include $10,000, a movie projector, branded swag and more. Both efforts help Tic Tac extend the reach of its campaign by using mobile platforms popular with young consumers who are difficult to reach through traditional ad channels.
