Tic Tac Chill - Transformation

Chill was Tic Tacs biggest launch in years. In a lot of ways it was a much more "serious" mint for them. While Tic Tac Classic was positioned as fun and playful, Chill's strategy was momentary relaxation. We conveyed that idea by making the spot itself a sanctum of calm amongst all the loud, obnoxious commercials on the air.