“we’re actually italian” - tic tac

the problem

Everyone thinks they know what Tic Tac is all about: They’re cheap mints that you get in a pinch.

the solution

Let consumers in on a little-known-fact: Tic Tac is an Italian brand. (It was created by Ferrero.) And when something is Italian, it’s automatically more elevated. Insert Tic Tac into classic Italian films — with subtitles, of course — to make it synonymous with the romanticized Italian experience.

Creative Direction & Copy