Tic Tac has launched a new candy product named Tic Tac Chewy, which features a crunchy exterior and a chewy interior. This marks the brand’s first foray into the chewy candy segment, accompanied by a creative campaign titled “Soft on the Inside.” The campaign includes four advertisement spots, each lasting 15 and 6 seconds, showcasing various scenarios where individuals, regardless of their tough appearances, can reveal a softer side after consuming the candy. The settings for these ads range from a courtroom to a tattoo parlor and a biker bar, emphasizing the broad appeal of Tic Tac Chewy.
Yann Bastien, the Innovation Marketing Director for Tic Tac, noted that while the brand is traditionally associated with refreshing mints, this campaign effectively differentiates Tic Tac Chewy from its mint offerings. The objective is to attract both existing Tic Tac consumers and a younger demographic, specifically Gen Z.
The “Soft on the Inside” campaign will also extend to social media, where Tic Tac Chewy plans to engage consumers through a series of initiatives called “Chewy Confectionals.” This will involve collaborations with influencers who will address challenging questions to reveal their softer sides.
The advertisements were created by the creative solutions company Translation and began airing on February 10th, with plans to continue through May 15th across streaming platforms and social media channels. Tic Tac Chewy is available in various packaging options: a single bag (1.8oz), a share bag (3.4oz), and a peg bag (7.0oz), which can be purchased in stores and online nationwide.