Tic Tac® Chewy! has launched its inaugural creative campaign, titled 'Soft on the Inside.' Through this activation, the brand introduced its new fruity, chewy candy to the market.
The Soft on the Inside campaign features a series of lighthearted advertisements that showcase the candy’s unique texture — a crunchy shell with a soft, chewy center — while playfully illustrating how it can bring out the softer side of even the most hardened individuals. Set in diverse locations such as a courtroom, a tattoo parlor, and a biker bar, the ads aim to convey the universal appeal of Tic Tac Chewy! and emphasize that the candy can resonate with a wide range of consumers.
The campaign was developed by the creative agency Translation. It will run across streaming platforms and social media, supported by influencer collaborations and engaging content designed to connect with Gen Z audiences.
Fruity Creative Campaigns
Tic Tac® Chewy! Debuts the Soft on the Inside Campaign
Trend Themes
1. Fruity-candy Marketing Innovations - The creative use of unexpected locations to highlight product features underscores a shift in how brands can effectively communicate product attributes through imaginative storytelling.
2. Texture-focused Advertisements - Highlighting a product's unique texture in marketing visuals signals a growing trend in sensory-based advertising that appeals to consumers’ tactile senses.
3. Influencer-led Gen Z Campaigns - Engaging Gen Z through influencer collaborations and social media emphasizes the importance of targeting younger demographics with relatable content.
Industry Implications
1. Candy and Confectionery Industry - By focusing on unique candy textures and playful campaigns, the industry has an opportunity to innovate and capture diverse consumer segments.
2. Advertising and Creative Agencies - Adopting storytelling that bridges diverse consumer experiences suggests new potential for tailored campaigns that resonate across varied cultural settings.
3. Digital Media and Streaming Platforms - As campaigns integrate with streaming services and social media, there is potential for innovative content strategies that seamlessly blend with digital consumption habits.
