Involve-Mint and Words of Encourage-Mint

 

Fresh Breath Means Kindness:

There are many mints in the candy aisle, not many as mini as Tic Tac. A classic at this point, the sound of the shake to pop out a little mint is unmistakable. But with so many mints, which do you suck on for fresh breath and a boost of confidence? At this point most breath fresheners are about the same so Tic Tac now offers the modern look and an exclusive AR (Alternate Reality) experience by personalizing your tiny mints with words of kindness and a little personality.

At the same time Tic Tac is offering new (2020) Coca-Cola mints, claiming it is “the first mint made with Coca-Cola”. Encouraging mint poppers to hashtag their Tic Tac pics on socials such as instagram. One consumer asks, when will they come out with Mt. Dew mints? Tictacusa (verified) responds they encourage customers to suggest their hopes to the brand just as they have done. Encouraging enter-to-win sweepstakes, responses, comments and hashtags soothes the algorithm to their favor in the flavor of freshness.

How I would sum up this new branding is; “Encouraging kindness through involve-mint”.

I think they have done this because of the recent normalizing social distancing, we don’t exactly need fresh

breath for anyone else, so that motivation isn’t working. Mints aren’t totally for the sucker but for the

breather and none of us want to share air. So what else can we do for each-other?

A cute little emoji Tic Tac with a *witch hat and cat eyeglasses* with the word #happiness to

your sister in your new phone's AR app. Easy, unique, and fun but distanced, wholesome marketing.

Above we have an example from Instagram, tictacusa (verified) responds to the first several comments of their post with exemplary positive encouragement. 

And above we have a tweet off of Twitter giving a playful comment from a fan. Agreeing and staying positive

not only plays into their new branding image but also encourages the algorithm to their favor allowing more

visibility to their posts without purchased advertising space.

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With social conflict and pandemic isolations sales were down, new packaging, new flavors, and kindness

are what Tic Tac needed to stay relevant.

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If I were the marketing manager I would have shifted the brand from fresh breath for others to self-care.

Have fresh breath for yourself, as much and as often as you want.

Covid mask TicTac dispenser ::joking::

😷

I have learned there is way more to image in all brands than I had thought about previously.

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Found: Marketing Dive