Tic Tac Gentle Messages

Say it with kindness, localise it with flavour

From “lekker” to “Howzit”, South Africans are certainly known for their fresh and fun colloquialisms. Tic Tac approached the agency with the core objective of creating localised brand affinity through their international campaign “Gentle Messages”.

As the creative lead on the campaign, I designed and conceptualised the campaign with a local competition element. The campaign allowed consumers to visit the Tic Tac website, enter their barcode and stand a chance to win a PlayStation 5. Once complete, consumers would be redirected to the international site where they could create a gentle message and shared it with a friend.

A staggering amount of consumers entered the competition and all 9 PlayStation 5s were distributed. The campaign worked so well that the client is running it for a second year in a row, with further localised colloquialisms that speak to fun and caring natures of South Africans .