How knowing the target audience helped Tic Tac engage festival goers.


Consumers experienced the Tic Tac Tub during the festival.


Festival-goers received a Tic Tac sample over the 3 days.


New Facebook likes over the course of the campaign.

Campaign: The Tic Tac Tub

Location: Wireless Festival

"Maddox created a hugely engaging, fun idea with the product at the very heart of the experience." 

Marketing Manager, Tic Tac

The Task. Our brief from the client...

To help launch a limited edition 'Tic Tac Festival' pack. We helped to drive trial and awareness.

Our Idea. The campaign we delivered...

Maddox created a fun, multi-sensory experience centred around winning the most amazing money-can't-buy prize ever: watching the headline act from the main stage at Wireless.

We built a bespoke giant Tic Tac pack-shaped tub filled with 32,000 multi-coloured plastic balls with 500 giant Tic Tacs.

Our team sought out festival-goers and encouraged them to dive into the Tic Tac Tub for a chance to win an exclusive backstage tour - including watching the headline act from the side of the stage.

The first person to find the golden Tic Tac hidden in the tub was the winner. A DJ and professional compere managed the queues and explained the mechanic, while iPads made it easy for participants to share their experience on Facebook.

A 15-strong team of brand ambassadors handed out full pack samples to Wireless festival-goers.

The activation was clearly well received as evidenced by the ever-present queue to participate.

This was an event totally in tune with an enthusiastic festival crowd eager to show their friends what they were missing.