SPOTTED: sweet ’n sour humor – the new campaign developed by Lowe & Partners for TIC TAC Posted on


Lowe & Partners and TIC TAC, along with New Age Media Romania, have prepared a new promotional campaign for Tic Tac Strawberry Mix, pink tablets with a surprisingly sweet and sour taste.

“How else could the naughty tablets have communicated than … through their presence in any discussion? The idea of the campaign – Sweet& Sour humor, adapted to any place, optimally combines form and content to best convey the brand message and personality: funny, connected, spontaneous. This resulted in a campaign developed on multiple channels, with a message adapted to any context, highlighting one thought: Tic Tac tablets are everywhere!” Raluca Popa, Copywriter,  Lowe & Partners.

During March-April 2014, residents of several cities in Romania were met with sweet-sour humor by TicTac at Cinema City, whose media space is managed by New Age Media Romania. Here, the audience had the chance to sample the sweet-sour taste of Strawberry Mix TicTac accompanied by a set of flyers with known movies’ adaptations. In the lead role, who else? Pink tablets! In addition to the campaign, a 3D spot was broadcasted on the cinema screens, in which the tablets speak in their own style quoting famous movie lines.

The contextual campaign doesn’t stop here! Creatives at Lowe & Partners have also developed a contextual outdoor campaign with adapted messages for each placement. Thus, near Park Copou, tablets ask “Why are you swinging”, in Cluj Tic Tac answers to “Hello” with “No…rock!”, on DN1 they are hitchhiking and in the Old Town of Bucharest they are obviously looking for a parking place. On the stairs of Bucharest National Theatre (TNB) pink tablets set their meeting to go dancing in Control Club.

“Tic Tac Strawberry Mix brings fresh, delicate and contagious joy, no matter the time or the place. Since what we wanted to communicate is this adaptability, a proof is the way creatives from Lowe& Partners chose to bring the concept to consumers.” Silvia Butolo, Senior Brand Manager, Ferrero.

Project team:

Lowe & Partners: Raluca Popa (Copywriter), Alina Nechita (Art Director), Dan Costea (Senior Art Director), Aura Sorescu (Senior Copywriter), Laurentiu Dumbrava (Senior Art Director), Ana Smultea (Account Director), Cristina Popovici (Account Manager), Nicoleta Grigoriu (DTP Designer), Ilinca Nanoveanu (AV Producer)

Ferrero: Silvia Butolo (Senior Brand Manager)

NewAge Media Romania (Cinema City Media Network): Raluca Demetriade, Director of Sales