Tic Tac, a brand renowned for its iconic mints, has taken a bold step into new confectionery territory with the launch of Tic Tac Chewy, featuring a crunchy shell with soft center. The brand’s first-ever creative campaign, aptly named “Soft on the Inside,” debuted on February 10, 2025, and will run through May 15, 2025, appearing across various streaming platforms and social media channels. Developed by creative agency Translation, this innovative campaign aims to differentiate the new fruity, chewy candy from Tic Tac’s traditional mint offerings while showcasing its unique textural experience. As Yann Bastien, Tic Tac Innovation Marketing Director, explained, “This campaign highlights the soft inside of this new fruity, chewy candy in a fun way,” signaling a significant expansion of the brand’s product line that’s available nationwide in both physical and online stores.
Cracking Open Tic Tac’s Dual-Texture Innovation
Tic Tac Chewy represents a significant departure from the brand’s traditional mint-focused products. This new candy offers consumers a multi-layered sensory experience that begins with the satisfying crack of a colorful shell and finishes with a soft, fruity chew. The innovation taps into the growing consumer desire for dynamic texture combinations in confectionery products – a trend that’s been gaining momentum in 2025’s dessert industry landscape.
What makes this product particularly notable is its use of colors derived from natural sources. This aligns with increasing consumer demand for cleaner ingredient labels without sacrificing the vibrant visual appeal that attracts candy lovers. The dual-texture format provides a distinctive eating experience that differentiates Tic Tac Chewy in the competitive candy market.
The product comes in three convenient sizes to suit different consumption occasions: a single-serve 1.8oz bag for individual enjoyment, a 3.4oz share bag perfect for social gatherings, and a larger 7.0oz peg bag designed for extended snacking or family sharing. This variety of packaging options demonstrates Tic Tac’s understanding of diverse consumer purchasing habits and usage occasions.
Campaign Strategy: Tough Exteriors with Soft Centers
The “Soft on the Inside” campaign cleverly mirrors the product’s physical attributes through its creative concept. The advertising features a series of four lighthearted commercial spots set in environments typically associated with toughness – a courtroom, a tattoo parlor, and a biker bar. These settings provide the perfect backdrop to showcase the campaign’s central theme.
Each commercial follows a similar narrative structure: intimidating-looking individuals with hard exteriors reveal their unexpectedly tender sides after enjoying Tic Tac Chewy candies. This playful juxtaposition creates memorable moments that resonate with viewers while reinforcing the product’s unique selling proposition – the contrast between crunchy exterior and soft interior.
The campaign’s creative direction skillfully avoids typical candy commercial clichés by focusing on character-driven storytelling rather than merely highlighting the product’s taste or appearance. This approach adds depth to the marketing message and creates a more engaging viewer experience that’s likely to improve brand recall.
In addition to traditional advertising, the campaign features a social media component called “Chewy Confectionals.” This influencer-led initiative encourages fans to engage with the brand across various social platforms, helping Tic Tac connect with viral dessert trends in 2025. Yann Bastien emphasized the strategic importance of this approach, stating, “This allows us to introduce our new candy to existing Tic Tac fans and reach new Gen Z audiences.”
Targeting Gen Z Through Texture and Authenticity
Tic Tac’s strategic focus on Gen Z consumers is evident throughout the campaign’s execution. This demographic has shown a particular interest in contrasting texture experiences and products that offer more than one-dimensional flavors. The dual-texture nature of Tic Tac Chewy directly appeals to this preference.
The campaign’s creative approach also aligns with Gen Z’s appreciation for authenticity and subverting expectations. By showing tough-looking characters revealing their softer sides, the advertisements play with identity in a way that resonates with younger consumers who often reject rigid stereotypes. This playful approach to identity creates a relatable connection that goes beyond typical product marketing.
Social media integration plays a crucial role in reaching this digitally-native generation. The “Chewy Confectionals” initiative leverages influencer partnerships to extend the campaign’s reach across platforms where Gen Z consumers spend significant time. This strategy recognizes that younger consumers often look to trusted online personalities for product recommendations and trend validation.
The timing of this campaign launch also coincides with a period of record confectionery sales growth in the American market, positioning Tic Tac to capture additional market share during this favorable economic climate. By targeting Gen Z specifically, Tic Tac is investing in building long-term brand loyalty with consumers who will shape purchasing trends for decades to come.
Industry Impact: Beyond Traditional Mints
The launch of Tic Tac Chewy represents a significant expansion of the brand’s product portfolio beyond its iconic mints. This move positions Tic Tac to compete in the broader fruity candy segment, opening new avenues for growth and consumer engagement. The transition maintains connection to the brand’s heritage through the recognizable Tic Tac name while introducing innovation that feels fresh and contemporary.
This product launch reflects broader industry trends toward texture-focused marketing in the confectionery space. Consumers increasingly seek out products that deliver complex sensory experiences rather than just flavor alone. This shift has prompted many established brands to explore innovative product formulations that offer unique textural combinations.
The “Soft on the Inside” campaign also exemplifies how traditional candy brands are adapting their marketing approaches to connect with younger demographics. By embracing digital-first advertising strategies and social media engagement, Tic Tac demonstrates understanding of changing media consumption patterns. The influencer collaboration component acknowledges the important role that digital content creators now play in shaping consumer preferences and purchasing decisions.
Industry analysts may view this launch as part of a larger trend where established brands are diversifying their product offerings to remain relevant in an increasingly competitive market. Similar to how other confectionery brands like Chocolove expanded with nut bars, Tic Tac’s move into chewy candies represents strategic portfolio expansion while maintaining brand identity.
Sensory Marketing: The Texture Revolution
The “Soft on the Inside” campaign highlights an important shift in confectionery marketing: the increasing focus on texture as a key differentiator. While flavor has traditionally dominated candy advertising, the tactile eating experience has emerged as an equally important consideration for consumers. Tic Tac Chewy capitalizes on this trend by offering the satisfying contrast between crunchy exterior and soft interior.
This sensory-based approach to product development recognizes that eating is a multi-dimensional experience involving more than just taste. The sound of the shell cracking, the change in texture as you chew, and the visual contrast between exterior and interior all contribute to the overall perception of the product. These elements create a more memorable and engaging consumption experience that consumers are increasingly seeking.
Research in consumer psychology suggests that products offering textural contrasts often create stronger memory associations and higher satisfaction levels. The dynamic eating experience provides multiple pleasure points throughout consumption, potentially leading to stronger brand attachment. Tic Tac’s advertising cleverly emphasizes these textural elements through both visual cues and the campaign’s core concept.
This textural focus may also help the product stand out in crowded retail environments where numerous candy options compete for consumer attention. The unique selling proposition of contrasting textures offers a clear point of differentiation that can be quickly communicated through packaging and point-of-sale materials.
Where to Find Tic Tac Chewy
Tic Tac Chewy is now available nationwide across the United States following its official launch on February 10, 2025. The product can be found in major retail locations including grocery stores, convenience stores, drug stores, and mass merchandisers. I’ve noticed the colorful packaging makes it easy to spot in candy aisles, with its distinctive branding that connects to the familiar Tic Tac name while signaling the product’s chewy difference.
For those who prefer online shopping, Tic Tac Chewy is also available through various e-commerce platforms and the brand’s official website. The three size options – 1.8oz singles, 3.4oz share bags, and 7.0oz peg bags – provide flexibility for different purchasing preferences and consumption occasions. Price points vary slightly by retailer but remain competitive within the premium candy segment.
To find specific retailers carrying the product in your area or to learn more about the “Soft on the Inside” campaign, visit www.tictac.com for comprehensive product information. The website features detailed nutritional information and ingredient listings for consumers with dietary considerations or allergies. Social media users can also follow @TicTacUSA across platforms for campaign updates, special promotions, and engaging content related to the new product line.
With its nationwide distribution and multi-channel availability, Tic Tac has ensured that curious consumers can easily try this innovative addition to their product family. Whether you’re grabbing a single bag for a personal treat or stocking up with the larger size for sharing, Tic Tac Chewy offers a new snacking option that brings together the brand’s playful spirit with an exciting textural twist. This strategic product launch demonstrates how food innovations can inspire both consumers and the industry alike.