The new Tic Tac campaign encourages fans to embrace light-hearted moments. Titled Open Up, it introduces a mascot created to inspire.

Tic Tac has rolled out a global campaign to introduce its new brand persona. The exercise kicked off with the debut of a television spot featuring said character. Adapted for the US market by creative agency, Laundry Service, the 30-second commercial is titled Open Up.

The advert centres around the mysterious appearance of a gentleman who just happens to be Mr. Tic Tac himself. His mission is to inspire the sharing of light-hearted moments at a time when conversations are being replaced by screens. The push will run until December.

“We are excited to introduce a persona that shows the importance of sharing connections in an upbeat, fun way. Our hope is that he inspires our fans to open up in their own way,” said Felipe Riera Michelotti, Vice President of Marketing, Tic Tac North America at Ferrero USA.

Key executions include a social presence on Facebook, Twitter, and Instagram. The spot will air across multiple networks including FOX, TBS, Freeform, and MTV. This latest push is the company’s first to hit the airwaves since January.

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