The Ask
Create a cross-platform campaign that will break through to Millennials who are using competitive mints/candy/gum, and get them to buy Tic Tac Mixers. Stress newness and benefit differences in an exciting way.
Problem
Tic Tac had hoped that this new, "innovative" product line would help attract their coveted millennial audience, but millennials just weren't buying in. They need to find a way to resonate with millennial on a deeper level.
Strategy
Consumer Insight: Compared to other generations, Millenials feel greater social pressure to go through big life changes faster. They often feel pressured to keep up with the major life accomplishments their peers celebrate on social media. We want to help Millennials see the value of smaller, day-to-day changes and events in life, that are often ignored.
We need to harness the power of the existing "Go Little" campaign, as well as the transforming quality of "Mixers", to help Millennials see that little changes can be just as much of a reason to celebrate as big changes.
Executions
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