The Tic Tac® brand is collaborating with two-time Grammy-nominated DJ/Producer and entrepreneur Steve Aoki to showcase the intensely refreshing nature of the new Tic Tac X-Freeze mint in a new digital campaign.
In his first experience as Creative Director for a consumer brand, Aoki brings his contagious energy and unbridled passion to the campaign, drawing inspiration from his own life as a jet-setting adventure enthusiast to bring to life the mint’s powerful taste and refreshing feeling.
To create the campaign, Aoki collaborated alongside the Tic Tac brand to choose images that he believed reflected the feeling and essence of Tic Tac X-Freeze. The two 15-second spots depict Aoki performing in front of thousands, jumping off a cliff, snowboarding down a mountain and sinking into an ice bath.
Steve Aoki said this about the collaboration:
In my own life, I’m always pushing myself to test new boundaries and try new things – whether that’s jumping out of an airplane or DJ’ing in three countries in one night. It was thrilling to be able to reflect on these exhilarating experiences and showcase them through a campaign that focuses on the powerfully refreshing flavor of Tic Tac X-Freeze.
Felipe Riera Michelotti, VP Marketing, Tic Tac North America at Ferrero U.S.A., Inc, said:
Tic Tac X-Freeze brings a more intense flavor and refreshing counterpart to our mint portfolio, so we wanted to feature it in a unique way that would resonate with our audience. The partnership with Steve [Aoki] unfolded naturally. He is a long-time Tic Tac fan, and we felt like his spirit embodied the true taste sensation of Tic Tac X-Freeze, which you can see in the final creative.
Tic Tac X-Freeze features cooling crystals strong enough to refresh any mouth and deliver an extra pop of taste. The mint is 50 percent larger than a standard-sized Tic Tac, and available in Wintergreen and Strong Mint flavors. The product is available in a 30-piece pack for $1.49 and a 65-piece pack for $2.49.