Show Your Softer Side with Tic Tac's Fruity Chews

Tic Tac Chewy!, the fruity new candy from Tic Tac is introducing the world to its softer side with its first-ever creative campaign, 'Soft on the Inside.'

Four playful 15 and 6 second ad spots give viewers a glimpse into how the candy with a crunchy shell and chewy inside can make people with even the hardest of exteriors unveil their softer sides with just one bite. From a courtroom to a tattoo parlour and even a biker bar, the spots show that anyone can enjoy Tic Tac Chewy! candy, no matter their vibe.

"When consumers think of Tic Tac, they think of our refreshing mints. However, this creative campaign distinguishes Tic Tac Chewy! from our mint offerings in a very fun way by highlighting the soft inside of this new fruity, chewy candy," says Yann Bastien, Tic Tac innovation marketing director. "This playful campaign allows the brand to introduce our new candy to existing Tic Tac fans and reach new gen z audiences."

'Soft on the Inside' will also be supported on social media. To engage consumers, Tic Tac Chewy! will be launching Chewy Confectionals" by partnering with influencers to answer hard questions to uncover their softer sides.

All ads were conceived and produced by creative solutions company, Translation. The ad officially debuted on February 10th and will be running through May 15th on streaming platforms and social media.