Tic Tac
About Tic Tac
The work made for Tic Tac runs to 4 verified projects since 2017 — mostly Campaign, Marketing and Brand.
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Breathe The Breeze
Tic Tac’s entry into Iraq was marked not by fanfare or heavy branding, but by a subtle and culturally attuned campaign that met Iraqis exactly where they were—enduring the sweltering intensity of a brutal summer. Rather than focusing on the product itself, the campaign leaned into a universally shared experience: the oppressive heat. From this insight, a refreshingly minimalistic and visual narrative emerged, positioning Tic Tac not as a mint, but as a much-needed pause, a brief escape, and a light moment in the thick of the season. The creative strategy avoided borrowed equity or forced localization. Instead, it celebrated authenticity and atmosphere. The visuals were clean and breathable, mirroring the product’s sensory promise. To ground the campaign in the cultural rhythm of the country, Tic Tac collaborated with McLeego, a rising Iraqi rapper whose music added a textured layer to the story. His soundtrack didn’t overpower; it set the tone, lent credibility, and seamlessly integrated the product’s attitude into the sonic fabric of the campaign. The result was a brand presence that didn’t shout to be noticed, but instead fit effortlessly into the lived summer experience of its audience. Tic Tac claimed a moment that had previously belonged to the sun and the heat—and in doing so, owned it with a quiet confidence and cultural sensitivity that felt undeniably fresh.