Generate social buzz and trial for the brand in conjunction with International Kissing Day.
How do you turn a little-known holiday into a memorable spectacle that engages thousands of people and encourages them to pucker up with the world’s most shareable mint? We set a goal of 2MM samples for distribution, and endless goal of kisses. The “Smooch Crew” of brand ambassadors descended on four markets in a one-day blitz designed to pique interest with consumers, entice them to share a kiss with their companion, and share the moment via social media. A press release and social reveals of our locations were released as a lead-up to the event, and we engaged the masses by tempting their tastebuds with Tic Tacs, encouraging them to create memorable moments as the catalyst for kissing. We also educated consumers on the brand’s existing Shake It Up® advertising campaign, which encourages people to break from the mundane by doing the unexpected. Pics and comments were tagged with #TicTacSmooch and shared via @TicTacUSA and the consumers’ social channels.