The challenge was to launch the new limited edition flavour, to drive awareness and trial with new and existing Tic Tac consumers and to gain additional visibility in store
Grocery, C&P, Route
Strategy, Creative, Activation
Limited edition flavours can suffer from NPD wear out where consumers are so conditioned to flavour rotations it becomes wallpaper. We needed an idea that would cut through in an innovative and disruptive way to make the Tic Tac consumer sit up and take notice.
We crafted a new brand identity for Grape Envy including the flavour name, product packaging design, shelf ready merchandising solutions and developed a fully integrated through the line strategy which covered all touchpoints on the consumer journey. Creative executions included social media and innovative OOH through to in store POS. Consistency of creative was key across all touchpoints but tweaked to be environment relevant. Consumers who missed out on trying the new limited edition were grape with envy!