Tic Tac Cufflinks

When Tic Tac approached us with a Father’s Day brief we had a clear opinion: Dad’s aren’t what they used to be. In 2019, dad’s are trendy and fashion forward. They care about hype. So we created some. “Cufflinks x Tic Tac” were a limited edition 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, 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.

Original hand drawn instruction cards