DMP Communication was challenged by brand Tic Tac to establish the product having superior crispiness than leading competitive brands targeted to fussy kids in a commodity category where except crispiness there was no differentiator.

To achieve this objective, we showcased the perfectly round shape and texture of Tic Tac in an entertaining video with a story relevant to its core audience. This resonated with not only with kids in urban Indonesian cities but also to those in small towns