In order to introduce Tic Tac Strawberry Mix, a dual-flavored product, to the Russian market in a way
that captures attention and drives consumer engagement we employed a multi-faceted approach that leveraged
the product’s unique proposition and the cultural landscape of Russia.

Film

Keyvisual

Digital: Viral Marketing

We initiated a digital campaign featuring a series of enigmatic videos showcasing mysterious pink anomalies.

Viral Video: Car

Viral Video: Metro

Viral Video: Selfie

Viral Video: Puppies

Mystery and Intrigue

These videos were seeded across popular platforms like YouTube and VKontakte, generating buzz and curiosity among the target audience.

Digital: Creator Marketing

In order to amplify the campaign's reach,

we collaborated with renowned blogger Stas Davydov and his popular web series "This is Horosho."
Two integrated ads were created, building suspense and ultimately revealing the Tic Tac Strawberry Mix launch and an accompanying contest.

Integrated Ad: “Pink” Teaser

Integrated Ad: Campaign & Contest Reveal

Digital: Interactive Contest Platform

To drive deeper engagement, we developed a dedicated contest website featuring interactive games, challenges, and rewards.
Participants could earn points by completing tasks, unlocking exclusive content, and competing with other players.

Activation

"Tic Tac Strawberry Mix – the unexpected contagion",

a captivating on-ground event that culminated the campaign at Moscow's iconic Poklonnaya Gora park.
The event was designed to create a fun and engaging experience, increasing brand awareness and driving product trial.  

Results

The campaign successfully generated significant buzz and excitement around the Tic Tac Strawberry Mix launch.
The combination of digital intrigue, influencer partnership, and on-ground activation effectively positioned
Tic Tac Strawberry Mix as an innovative and engaging product, driving consumer interest and trial.