Tic Tac is one of the most recognisable mints in the world, loved for its tiny, clear container and that signature shake.

Owned by our long-term client, Italian confectionery giant Ferrero, it’s been a go-to pocket companion for over 50 years now. But have you ever wondered how this little mint became such a big deal?

Let’s take a look at the history of Tic Tac.

The Birth of a Global Mint Sensation

Tic Tac burst onto the scene in 1969, courtesy of Ferrero, the masterminds behind Nutella, Ferrero Rocher and Kinder.

Originally, these tiny breath-fresheners were humbly called “Refreshing Mints.” Thankfully, Ferrero rebranded them to “Tic Tac” in 1970, inspired by the oddly satisfying click-clack sound they make inside their iconic flip-top container.

Speaking of iconic, if you haven’t seen Tic Tac’s 1976 commercial The Girl, drop everything (except your Tic Tacs) and watch it. It’s peak ’70s- Columbo meets Charlie's Angels (but with fewer explosions and more minty freshness). A trench-coated detective, a mysterious femme fatale, and, most suspenseful of all, his last Tic Tac. It’s got all the intrigue of a noir thriller, but instead of solving crimes, the detective in question is just solving his bad breath problem!

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The Evolution of Tic Tac

Back in the day, Tic Tac kept it simple- just Mint and then Orange was introduced after a year. But as taste buds got more adventurous, so did Tic Tac’s flavour lineup. In 1972 Lemon was introduced and now, you can pop everything from Cherry Passion to Lime & Orange, and even bizarre-yet-brilliant, limited editions like Sprite, Coca-Cola, Minions Banana, and yes, even a Simpson’s Donut flavour (because nothing says fresh breath like a delicious cartoon pastry).

Of course, Tic Tac isn’t just about the flavours, it’s also about the flip. That iconic clear flip-top box was a total game-changer to the mint world. While other brands hid their goods in tins, foil or plastic wrappers, Tic Tac proudly put its tiny treats on display. And the container has changed very little over 50 years. The transparent box makes the Tic Tacs fun to shake, fun to share (or not) and instantly recognisable. Plus, the one-at-a-time dispensing method is pretty genius- convenient, playful, and slightly addictive.

Let’s not forget Tic Tac’s legendary marketing stunts. Do you remember the cheeky 2002 Shake Your Tic Tacs campaign on the tube? It’s an advert that is so brilliantly cringe and early 2000’s it hurts, especially the ending with the guy shouting and the jumping type. Or the Tic Tac France Breath-Freshening Crisis stunt in 2012 by Ogilvy & Mather Paris where the brand pranked people by having an actors fake a horrific breath situation, causing everyone to faint very dramatically. The over-the-top spectacle was staged to drive home the importance of fresh breath, proving that a Tic Tac is basically a public service.

Tic Tac has always been ahead of the curve, introducing sugar-free varieties long before “low-cal” became a lifestyle. And with constant flavour experiments, pop culture collabs, and a knack for turning tiny mints into big moments, Ferrero keeps the brand as fresh as the breath it promises.

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SEE A DETAILED TIMELINE OF TIC TAC BELOW

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Pemberton & Whitefoord’s Impact on Tic Tac

For over a decade, Pemberton & Whitefoord (P&W) has been behind the scenes, keeping Tic Tac looking as fresh as it tastes. Our collaboration with Ferrero has helped the brand stay modern, eye-catching, and irresistibly snackable in an ever-changing marketplace.

• Long-Term Partnership: More than ten years of working with Tic Tac, designing everything from flavour variant packaging to special edition campaigns and event-based promotions.

• Collaborative Approach: We team up with Tic Tac’s brand managers to create out-of-home marketing, POS units, and packaging that demands attention.

•  Brand Evolution: Helping Tic Tac stay ahead of the curve with marketing campaigns and packaging innovations that keep consumers coming back for more!

• Creative Expertise: Delivering fast, groundbreaking, and visually unforgettable design solutions that have brand managers coming back for more, time and time again.

•  Commercial Impact: Crafting strategic marketing that doesn’t just look great- it drives impulse buys and keeps Tic Tac top of mind.

• NPD (New Product Development): Supporting new launches like Tic Tac Two and Tic Tac Chewy, proving that there’s always room for innovation- even in a mint-sized package.

• Licensing: With nearly two decades of experience, we've led high-impact licensing collaborations for Ferrero, including driving standout Tic Tac partnerships with major brands such as Kiss Radio.

From refreshing breath to refreshing branding, P&W’s partnership has helped Tic Tac maintain its icon status while continuously evolving to meet consumer expectations.

View our P&W Tic Tac case study here.

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Tic Tac Today

Tic Tac isn’t just a mint- it’s a global phenomenon. Sold in over 100 countries with billions of mints produced every year, it’s the go-to for fresh breath, pocket-sized fun, and that oddly satisfying click-clack sound.

And business? Booming! Ferrero reported a whopping €18.4 billion turnover for the financial year ending August 31, 2024- an 8.9% jump from the previous year. Clearly, the world has a serious Tic Tac habit.

From its humble Italian beginnings to full-fledged mint royalty, Tic Tac has earned its spot in confectionery history. Whether you’re a Mint purist or all about the fruity blends, one thing’s for sure- the tiny treat isn’t going anywhere.

P&W is proud to support the UK launch of Tic Tac Two, Ferrero’s bold new dual-layered mints with a soft centre. We’ve developed eye-catching shopper marketing and brand activations that bring the product’s unique dual-flavour experience to life. As Tic Tac pushes the boundaries of the mint category, we’re excited to help introduce this innovative new product to UK consumers!

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A Timeline of Tic Tac’s Major Milestones

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1969 – The Birth of Tic Tac

• Ferrero launches “Refreshing Mints,” tiny mints packed in a unique flip-top box designed for those who like to take their mints one at a time.
• First up: Mint flavour, followed closely by Orange.

1970 – Official Rebrand

• Tic Tac gets its name, inspired by the rattling sound the mints make in their box. The flip-top lid and clear packaging become its signature, making Tic Tac iconic.

1980s – Global Expansion & New Market Entries

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• Tic Tac spreads its minty goodness to South America, Asia, and Australia, expanding its mint empire beyond Europe and North America.
• New regional flavours start popping up:
- Lemon and Lime (Southern Europe)
- Melon Mix (Japan)
- Spearmint (USA & Canada)

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1990s – Flavour Diversification & Regional Exclusives

• Tic Tac introduces:

-       Cherry, Grape, Apple, and Mixed Fruit in select markets.

-       Cinnamon (USA & Canada) – for those who like a little spice with their mint.

-       Tic Tac Tropical Adventure (Asia & Latin America) – featuring mango, pineapple, and passionfruit flavours.

• Limited-edition holiday flavours start rolling out:

-       Candy Cane (Christmas, North America & Europe)

-       Pumpkin Spice (Halloween, USA – exclusive!)

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2006 – Health-Conscious Innovation & Functional Variants

• Tic Tac answers the call for healthier options with the launch of sugar-free Tic Tac.
- Tic Tacs with Xylitol hit European and Asian markets, offering a breath-freshening, tooth-friendly alternative.
- The cooler Tic Tac Chill (North America & UK) arrives, with bigger mints and a stronger cooling effect, designed for mint and gum lovers alike.

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2010s – P&W Collaboration, Packaging Innovations & Flavour Experiments

• P&W partners with Ferrero to keep Tic Tac fresh and fun:
  - From rebranding and new packaging to special event-based designs.
  - Tic Tac packs up for the 2012 London Olympics with UK-exclusive British flag branding.
  - Glow-in-the-dark Halloween packaging (North America)
• Flavour Innovations & Limited Editions:

- Tic Tac Strawberry Fields (2012, USA & UK).

- Tic Tac Green Apple (Europe & USA).

- Tic Tac Coconut (Asia & Australia).

- Tic Tac Masala Mint (India)

- Tic Tac X-Freeze (2018, USA & Canada) – Stronger, menthol-based mints (competing with Altoids and Ice Breakers).

• Packaging innovations:

-       Introduction of recyclable plastic packaging in select markets.

-       Bigger resealable pouches to compete with gum and bulk mint brands.

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2015– Flavour-Transforming Innovations & New Textures

• Tic Tac Mixers is introduced – a dual-flavoured mint that changes taste as it dissolves, with variants such as:

-       Cherry → Cola

-       Peach → Lemonade

-       Raspberry → Lemonade

• New regional flavours:

-       Lychee (Asia-specific launch).

-       Peach & Passionfruit (Europe).

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2020 – Pop Culture Collaborations & Experimental Flavours

• Limited-edition brand collaborations:

-       Tic Tac Coca-Cola (global release).

-       Tic Tac Minions Banana (USA & UK).

-       Tic Tac Sprite (Europe & select Asian markets).

-       Tic Tac Simpsons including Donut (Germany & Italy).

• Bold new flavours & regional exclusives:

-       Mojito Mint (Latin America & Spain).

-       Tic Tac Frosty Mint (Europe & UK).

-       Popcorn Flavour (USA test market).

• Launch of Tic Tac Gentle – a milder mint formula for consumers sensitive to strong flavours (Germany & Japan).

• Sustainability push: Tic Tac begins transitioning to 100% recyclable plastic packaging in Europe.

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2023 & Beyond– Product Line Expansion Beyond Traditional Mints

-       Introduction of Tic Tac Two – dual-layered mints with a soft centre.

-       Tic Tac Chewy – A soft, chewy version of the classic mint

• More seasonal & regional exclusives:

- Tic Tac Watermelon (USA & Canada).

- Tic Tac Mango Lime (India).

- Tic Tac Honey Lemon (Asia, positioned as a throat-soothing mint).

• New functional variants:

-       Tic Tac trials caffeine-infused mints in select markets- because who needs coffee when you have mints?

-       Tic Tac Probiotic (Germany & Japan)- a mint that’s good for your gut and your breath.

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