Snapchat Launches First-Ever Chew-Powered Snapchat Lens Games with Tic Tac Gum

Tic Tac Gum, in partnership with creative agency TBWA\Chiat\Day New York, has released  “Chew & Play” games, the first Snapchat lens games powered by chewing.

The two Chew & Play games, called Spearmint Jungle and Cool Watermelon Water Ski, were created in traditional 8-bit video game style and designed to correspond with Tic Tac Gum flavours.

The “Chew & Play” games, which utilise the gum chewing motion to power players through a series of obstacles and increasing levels of difficulty, can be accessed through August via ‘Swipe up’ ads within the Snapchat app or through Snap codes (see end frame of the video) to unlock the lenses.

“Tic Tac Gum is extremely popular among the Gen Z audience so we are continually looking for new ways to reach them where they live and play” said Todd Midura, vice president, marketing, Tic Tac North America. “Snapchat’s newest innovation gives us the opportunity to create fun moments with our fans in disruptive and innovative way.”

Tic Tac, the brand long known for its bite-sized breath mints, first introduced Tic Tac Gum in February of this year with a global brand platform "Chew and Play." Tic Tac Gum is now available nationwide and around the world.