Building Excitement & GoodwillWith Trade...and Consumers

Mini-mints category leader Tic Tac had experienced a 38-year run as pioneer and volume leader. But the category was already breathlessly crowded and premium-priced Altoids had gained the upper hand in dollar sales.

Was there an idea big enough to bring the brand back to it’s former glory – and relevancy – among the core 18-34 year-old youth demographic?



The strategists at Now What? Studio immediately grasped the tremendous opportunity for strategic re-positioning with an inspired combination of new media, in-depth insights into youth market drivers and the fun, friendly, memorable “fresh entertainment” core of the Tic Tac brand franchise.

The breakthrough solution turned out to be formulating multiple incentives to the trade while shaping immense excitement among Web-savvy consumers – the core 18-34 demographic of the Tic Tac brand.



Our team went beyond surface level visibility on the Web by creating an entirely new consumer marketing portal for Tic Tac. The interactive website appealed mightily to young surfers with the “best of” picks for Music, Entertainment News, Voting Polls, and the celebrity “fix” they had to have everyday.

In a world that is still coming to grips with the YouTube phenomenon, our team catapulted Tic Tac to instant superstar status on the Web by urging the young to upload their fun and memorable Tic Tac vignettes for a cash prize of $10,000.

Now What? Strategists looked after the Food, Drug and Mass Trade with a wide range of point-of-sale displays that regained superb visibility for Tic Tac and functioned as dispensers for the Tic Tac “Mintertainment Guide”. Retailers were enthused about these colorful lifestyle guides filled with valuable coupon offers that induced shoppers to redeem coupons in-store, drove incremental volume for Tic Tac, and stimulated repeat purchase.

Trade partners also received the benefit of a nationally distributed FSI, and a matching $10,000 donation to charity for the store that the video contest winner patronized.

In turn, shoppers received a whole slew of rewards – both instantly and for many weeks afterwards. After redeeming the coupons in-store, youthful shoppers, avidly caught up on Mintertainment Guide’s lifestyle tips, also took advantage of discount offers on movie tickets, DVD rentals, music, books, dining, flowers and gifts.

As an additional motivational hook, every guide contained a “T2 All Access Card” with a code that unlocked a special section of the Mintertainment promotional website. Here, consumers could access one of the largest coupon databases in the U.S., and were able to print and redeem refreshing offers worth hundreds of dollars.

Consumers could also view and vote for Tic Tac videos others had already created and upload their own entries.



In one colorful stroke, Tic Tac regained powerful support from the Trade, Promotional Partners, and the Core Youth Demographic – all seeing the brand in a new and vibrantly trendy light. Once again, the strategists at Now What? Studio set to prove the solid ROI of comprehensive, Occasion-based Marketing with an engaging and entertaining twist.

The Tic Tac Mintertainment Program included:

So we created the Mintertainment! Program – with a interactive website as the star. Other components included:

  • $10,000 Sweepstakes
  • Online Video Contest
  • Public Relations
  • Product Coupons
  • Promotional Booklets
  • Point-of-Sale Materials
  • National Packaged Goods Co-op Partners

All in all, another example of powerful strategic thinking in action.

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Vice Chair, General Electric

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Founder, Ogilvy & Mather

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Peter Drucker
Author, Business Management Guru

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