Tic Tac is bringing a fresh twist to the candy aisle with Tic Tac Chewy!, its newest fruity offering that combines a crunchy shell with a soft, chewy center.
To introduce the product, the Ferrero-owned brand has launched its first-ever creative campaign, "Soft on the Inside."
Helmed by creative agency Translation, the campaign comprises four different ad spots.
In a press release, Tic Tac Innovation Marketing Director Yann Bastien highlighted how the campaign challenges perceptions of the brand, which is famous for its mints:
"This playful campaign allows the brand to introduce our new candy to existing Tic Tac fans and reach new Gen Z audiences."
Beyond traditional ads, the campaign extends to social media, where Tic Tac Chewy! is engaging with fans through interactive content.
A unique initiative called "Chewy Confectionals" will feature influencers answering tough questions while uncovering their softer sides.
The campaign launched on February 10 and will run through May 15 across streaming platforms and social media.
Tic Tac's playful brand voice shines in "Soft on the Inside," reinforcing its fun and approachable identity while appealing to a younger demographic.
By embracing humor and relatable storytelling, the brand effectively distinguishes Tic Tac Chewy! from its mint offerings while driving engagement across digital platforms.
The Power of Softness
Four commercials depict tough-looking individuals revealing their softer sides after taking a delicious bite into Tic Tac Chewy!
From a stern judge in a courtroom to a tattoo artist, and even a biker in a bar, the commercials highlight how anyone, no matter their exterior, can enjoy the fun, chewy texture of the new candy.
The new product comes in three different bag sizes — single (1.8oz), share (3.4oz), and peg (7.0oz) — and is made with colors from natural sources.
Fans can find the product in physical and online stores nationwide.
Meanwhile, last November, Ferrero teamed up with Jennifer Love Hewitt for a golden holiday campaign.
