Tic Tac , the mint confectionery brand from the Ferrero group has gone for a new positioning. The brand has changed its positioning from " Conversation Starter " to a " Refreshment that needs to be Shared ".
The brand had gone for a similar repositioning in 2008 when it adopted the tagline " The New Hello ". The brand was then positioned as an " ice-breaker" or " Conversation Starter". The brand after two years is embarking on a new communication route.
Tic Tac is a unique brand. The shape, taste and packaging sets this brand apart from the rest of the mint-based confectionery brand. The brand has also gained good penetration interms of distribution.
The uniqueness of the brand has poised certain positioning issues for the marketer. Since the brand is different from the conventional mint-based products, the positioning should also reflect the uniqueness. Polo is a brand that has used its unique form to its advantage by its positioning based on the " Hole " factor. Tic Tac ideally should have discovered some smart way of communicating its uniqueness. But so far it failed to do so.
Tic Tac so far has not able to find a differentiated communication platform that reflected the uniqueness of the brand. That is the reason why this brand failed to came out with any clutter-breaking campaigns.
The current campaign and the positioning is no better. Infact it is worse than the earlier proposition of " The New Hello ".
Watch the new ad here : Refreshment to be shared
The theme of a group of bored youngsters breaking into ecstatic dance after consuming the product is an idea from pre-historic era. The new positioning based on " Sharing " is also not capturing/communicating anything unique about Tic Tac.
The brand globally had the positioning statement " Its not just a mint. its a Tic Tac " which is a very powerful positioning platform. I wonder why the brand discarded such a powerful statement and settled from something sub-standard ? It has to be mentioned that the brand also adopts the concept of " Sharing a Tic Tac " in the values but it is not the primary talking point. The current global theme for the brand is centered around " Refreshment " but in India , the brand failed to reflect any of the original brand values.
The new campaign and the positioning of Tic Tac is a big letdown. The brand lost its USP of shape, taste and freshness in the current campaign. I think the brand should first talk about why use it and then talk about sharing it.