Tic Tacs Are Now The Evel Knievels Of Breath Mints

A new ad campaign puts a tiny mint twist on big adventure stunts.

WHAT: A new campaign that shows Tic Tacs putting their own tiny twist on branded action stunts like jumping the Grand Canyon, shark diving, braving waterfalls, and more.


WHO: Tic Tac, The Martin Agency

WHY WE CARE: If you’re marketing something that, when it comes down to it, isn’t an essential item in anyone’s life, you need to construct an image and personality for that brand. And one way to do that in the 21st Century is attach your brand to batsh*t insane stunts like, say, riding a balloon to the edge of Earth’s atmosphere and jumping off it, or leaping from a plane at 25,000 feet without a parachute. Now here comes Tic Tacs, a breath mint that could potentially win both the Least Adventurous and Most Likely To Be Found In Your Grandma’s Purse candy awards, with a fun pisstake on all that branded action stuntery. It’s like Thunderbirds meets Red Bull, and it’s a (minty) fresh take on our increasing expectation of brands to impress us with feats of danger.

About the author

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.