Tic Tac taps Steve Aoki for X-Freeze mint campaign

Tic Tac is channeling some major star power when it comes to spreading word about its new X-Freeze mints.

Two-time Grammy-nominated DJ and producer, Steve Aoki, was approached by the Parsippany, N.J.-based company to star in a new digital campaign for the product.

“In my own life, I'm always pushing myself to test new boundaries and try new things – whether that's jumping out of an airplane or DJ'ing in three countries in one night,” Steve Aoki said. “It was thrilling to be able to reflect on these exhilarating experiences and showcase them through a campaign that focuses on the powerfully refreshing flavor of Tic Tac X-Freeze.”

Aoki and Tic Tac collaborated on choosing images that reflected the feeling and essence of X-Freeze mints, and the ads feature the DJ performing infront of a crowd, jumping off a cliff, snowboarding down a mountain and sinking into an ice bath.

“Tic Tac X-Freeze brings a more intense flavor and refreshing counterpart to our mint portfolio, so we wanted to feature it in a unique way that would resonate with our audience,” Felipe Riera Michelotti, VP marketing, Tic Tac North America at Ferrero U.S.A., said. “The partnership with Steve [Aoki] unfolded naturally. He is a long-time Tic Tac fan, and we felt like his spirit embodied the true taste sensation of Tic Tac X-Freeze, which you can see in the final creative.”

Tic Tac X-Freeze, which is 50% larger than the brand’s standard mint, is available in wintergreen and strong mint flavors, and comes in a 30-piece pack that retails for $1.49 as well as a 65-piece pack for $2.49.