In Thailand, Tic Tac is mostly known for its mint variants. With the addition of fruit flavours, we were tasked to raise awareness of its new fruity range.
Since Tic Tac has built a strong positioning on freshness in the local market, and consumers are already familiar with its iconic logo shape, we turned the Tic Tac logo into a graphic element integral to the idea.
Placed right above a simple illustration based on the shape and colour of each fruit flavour that Tic Tac was now available in, a visually striking and memorable poster campaign was created.
Through a series of OOH and in-store posters, as well as targeted print ads, we raised awareness that Tic Tac was now freshly available in fruit flavours.
The art direction was kept clean, minimal and simple, not only to appeal to our target audience, but also for the posters to stand out from the cluttered environment they were appearing in.
And, as Tic Tac is a product that our target audience would normally buy on impulse, we made sure that the brand was top-of-mind by choosing the relevant media placement on their path-to-purchase, thus triggering consideration and encouraging trial.