Tic Tac GUM: Chew & Play

Objective

Tic Tac launched its new Tic Tac Gum product in February 2018 with a global 'Chew and Play' brand platform targeting Gen Z audiences. The campaign aimed to drive awareness and engagement for the gum among young consumers by creating interactive experiences on Snapchat, a platform where the target demographic actively spends time.

Solution

The campaign featured two 8-bit style Snapchat lens games—Spearmint Jungle and Cool Watermelon Water Ski—where players controlled characters using jaw motion and chewing movements as the game controller. Players accessed the lenses via swipe-up ads or Snap codes within Snapchat, with gameplay featuring increasing difficulty levels tied to the gum's flavors. The games were developed by TBWA\Chiat\Day New York in partnership with Snapchat, and were available through at least August 2018.

Results

Not published.