LOOK Tic Tac makes Minions edition

Who knew Minions could be so tasty.

In its latest packaging stunt, Tic Tac gets cute with its mini oblong candies by shaping it to resemble Minion characters from the cartoon "Despicable Me".

Taking cue from consumers’ observations of the similarities between the cartoon characters and the Tic Tac shape, the candy has launched a campaign “Making mountains out of Minions”.

According to Tic Tac, the campaign was about materialising the wishes of Tic Tac consumers.

The campaign runs in 21 markets around the world, and is being launched in each country in time with the movie release of “Minions”.

The campaign speaks directly to consumers through creative Minion Tic Tac visuals in social media, banners, search campaigns driving to the brand website with personalised package delivery and Minion related games. In countries like Australia, fans were eager to get their hands on these edible Minions, with shelves reportedly emptied in just three weeks of the product’s launch.

The Tic Tac Minions campaign was designed in collaboration with creative agency VML Poland, which delivered the digital assets for the campaign that were then distributed to local markets.

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Need to refreshen your breath? Pop a couple of Minions.