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Tic Tac 's Brand Recognition Essay

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The Ferrero Group has a successful and popular product (Tic Tac) that has remained a top competitor in the breath mint industry. They have been able to remain competitive by upgrading their product throughout the years. Tic Tac 's brand recognition began in 1969 and The Ferrero Group started to introduce new flavors in the 1970s. In the 1980s, to keep up with the health craze, they marketed Tic Tac as "The 1 1/2 Calorie Breath Mint". They would also introduce many other flavors over the next 20 years to further diversify flavor options.

In my opinion, the most innovative idea was the flip-top packaging in a clear container. This packaging design distinguished Tic Tac from other breath mints. However, Tic Tac could not remain at the top forever. Other mints, such as the Altoids, began to enter the market and threaten Tic Tac 's competitive edge. The Ferrero Group saw this as another opportunity for change. In 2008, they introduced the Tic Tac Chill. The Chill mints were expected to cater for the "sugar free" and "strong flavoring" product segments, two of the fastest growing segments in the United States. The Ferrero Group found profound interest from their target market of consumers in the 25 to 45 age group. They also introduced this new mint with a new packaging. The new packaging continued to maintain the essence of the classic packaging. It still featured a transparent design and the flip-top. However, the Chill mints package was dual-use. It contained a wide

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