THE BREAKTHROUGH BRIEFING: JUNE 11

Welcome back to the Breakthrough Briefing! Once again we’re looking out our favourite inspiration and creative campaigns from the previous week.

Tic Tac Time

Tic Tac have set up an experiential in Covent Garden to celebrate their 50th anniversary. Running from June 15th-16th it’s an ‘open house’ to welcome all of the general public.

It features a flavour bar where visitors can combine their favourite Tic Tac tastes into unique combinations. The R&D team will take note of the most popular choices or possible product development. (We can’t wait to see what people will come up with!)

Tic Tac open house experiential                (Image: Marketing Dive)

There’s a ‘mixers’ bar with cocktails inspired by Tic Tac flavours and a GIF booth so visitors can create images shaking boxes of Tic Tacs.

We love this idea because it’s clearly really fun. The GIF booth is a really cool idea and people are more likely to share that than just a standard picture. Checking in on everyone’s favourite flavour combinations is also a smart idea too.

We’re jealous of everyone that gets to have a day tasting Tic Tacs!

F&F for CALM

Tesco clothing brand F&F have teamed up with CALM (Campaign Against Living Miserably) to create a line of t-shirts.

Like typical friendship bracelets, there are two shirts male friends can wear which create the St George’s flag when they stand together.

CALM’s idea is that you should support your male friends through thick and thin as you would your favourite football teams.

F&F male friendship tops               (Image: The Drum)

The #markyourman campaign is fronted by comedians Romesh Ranganathan and Rob Beckett who are in videos wearing the shirts and discussing their own close male friends.

We love this idea because it plays on a time when men are often united by the sport and enjoy spending time with their friends. It’s such an important topic and we’re so glad brands are promoting CALM.

Crayon makeup

Crayola have released a 58-piece makeup line on online retailer Asos. Focusing on bright colours it spans from brushes to mascara and everything in-between.

The whole line is vegan, making it accessible to every makeup lover. The packaging is designed to look just like the classic crayons and so far people are loving them.

Crayola makeup line               (Image: Metro)

We also love this idea. Crayola are all about customers expressing themselves through colour and what better way than to do this on your face. With makeup. Not real crayons.

Test if you’re human

We’re all used to that little reCAPTCHA to prove we’re not robots and sometimes we get it wrong and worry that maybe we are. But for the most part, we can always prove that we’re human.

UN Women have decided to take this idea and test people on their humanity.

Everyday 39,000 girls are forced into child marriages, but the phenomenon goes relatively unnoticed.

UN Women reCAPTCHA humanity test campaign               (Image: JWT Intelligence)

To bring attention to this their reCAPTCHA asks people to pick which images show a bride. It then reveals that it’s the children who are getting married, not the adult women.

We think this is an incredible idea and will definitely highlight a horrible issue to help others campaign and bring an end to child marriages.

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