The Power of Brand Storytelling: Inside Tic Tac’s Mint Marketing Strategy

Sergio Van Dam
2 min readJan 22, 2023
Tic Tac’s new packing

Tic Tac, a brand of small, hard mints, has long been a household name in the confectionery industry. However, in recent years, the brand has faced increased competition from other mint and breath freshener products. To stand out in a crowded market, Tic Tac has turned to an innovative marketing strategy: brand storytelling.

One of Tic Tac’s most successful brand storytelling campaigns was the “Open Up” campaign, which ran from 2016 to 2018. The campaign featured a series of commercials and social media posts that showcased the brand’s playful and fun-loving personality. The commercials featured catchy jingles and whimsical animation, and the social media posts featured playful memes and user-generated content. By focusing on the brand’s personality and values, Tic Tac was able to connect with consumers on an emotional level and differentiate itself from competitors.

Another aspect of Tic Tac’s brand storytelling strategy is its use of limited-edition flavors and packaging. The brand regularly releases new, unique flavors such as “Berry Fusion” and “Gingerbread” and special edition packaging to keep its product line fresh and exciting. This not only drives sales but also creates a sense of exclusivity and scarcity, making consumers more likely to purchase limited-edition products.

Tic Tac has also leveraged influencer marketing to reach a wider audience and create buzz around new products. The brand has partnered with famous social media personalities and celebrities to promote its products and create content that resonates with its target audience. For example, Tic Tac collaborated with popular TikTok creators to create catchy dance challenges that went viral and were featured on the “For You” page of the app.

Overall, Tic Tac’s marketing strategy is a great example of how brands can use storytelling, limited edition releases, and influencer marketing to stand out in a crowded market and connect with consumers on an emotional level. The brand’s playful and fun-loving personality, its limited-edition releases, and its influencer marketing campaigns have helped to drive sales and grow its customer base.

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Sergio Van Dam

I write about tech, engineering, marketing and personal-growth.