Tic Tac Cufflinks
When Tic Tac approached us with a Father’s Day brief, we had a clear opinion: Dads aren’t what they used to be. In 2019, dads are trendy and fashion-forward. They care about hype. So we created some. “Cufflinks x Tic Tac” were a limited edition of cufflinks made in New York City, crafted with white gold plating and designed to contain real Tic Tac mints. We first teased the idea with a mysterious “drop” video across our social channels, partnered with influencer style-dads to reach our target dad-audience, then engaged these dads with a sweepstakes to win a pair of cufflinks for themselves.
The story was quickly picked up by a variety of press outlets, from Food & Wine Magazine to Delish Magazine, and then featured in a live broadcast on Fox News. By the time we announced our sweepstakes winner, we’d earned nearly 500 million impressions and were happy to see that a little mint could make a big fashion move.
