It marks the first time Coca-Cola, which originated in 1886, has permeated the sweet packaged food market, according to Ferrero. Coca-Cola told us it sells more than 500m branded products annually through its licensing program; it chooses potential partners based on their ability to "support, extend and amplify our brands and brand messages in an unexpected yet familiar way."
Over the next few months, Ferrero will distribute the mints to more than 70 countries in three sizes – the standard 1oz Tic Tac box (60 pieces), an oversized box wrapped in red, and the newer 3.4oz share packs.
A global campaign will follow, but the company could not yet elaborate on details but confirmed it would include television and online/social media activity.
Tic Tac through time
In addition to its top-two sellers, Tic Tac comes in Wintergreen and Mint, plus two mint mixes. Fruit flavors include the sweet-and-tart mixes of Strawberry Fields and Apple, as well as a four-flavored Fruit Adventure.
One of the brand’s biggest selling points has been the mint’s small size: at just under 0.5g, one mint is less than 2 calories.
In 2018, Ferrero introduced Tic Tac into the gum category – keeping the brand’s notorious box and product shape. It complemented the launch earlier this year with a promotional campaign targeting younger consumers.
The confectioner told us it has partnered with other brands in the past on limited edition flavors. This one is special in that both Tic Tac and Coca-Cola are recognized the world over.
For Tic Tac, consumers instantly recognize the ‘rattle’ of the candy-coated mints inside the clear plastic, rectangular box. In fact, 8 in 10 consumers relate that sound to the brand without even seeing the label, according to Felipe Riera Michelotti, the brand’s North America VP.
The packaging nods to the soda brand’s iconic bottle shape, and the mint itself features a stamp of the swirly Coca-Cola logo.
"Coca-Cola and Tic Tac are both top players in their industries, so bringing them together makes perfect sense," a Coca-Cola spokesperson told us.
What will it taste like? Ferrero describes it as an unbeatable combination of ‘the refreshment of Coca-Cola with the iconicity of Tic Tac.’
Freshmint (the white color) and Orange are by far Tic Tac’s most popular flavors, Michelotti told us at the Sweets & Snacks Expo earlier this spring. But, he said, “flavor innovation will always be part of what Tic Tac is.”
Coca-Cola did not respond to a request for comment by publication time.
*Editor's Note: This piece has been updated to reflect comments from The Coca-Cola Company.
