# Fruity Creative Campaigns Tic Tac® Chewy! Debuts the Soft on the Inside Campaign By Kalin Ned | Published 2025-02-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/soft-on-the-inside References: [prnewswire](https://www.prnewswire.com/news-releases/tic-tac-chewy-debuts-first-ever-creative-campaign-302374186.html)  Tic Tac® Chewy! has launched its inaugural creative campaign, titled '[Soft on the](https://www.trendhunter.com/trends/hisoft-salted-caramel-chews) Inside.' Through this activation, the brand introduced its new fruity, chewy candy to the market. The Soft on the Inside campaign features a series of [lighthearted advertisements](https://www.trendhunter.com/trends/kinder-bueno-campaign) that showcase the candy’s unique texture — a crunchy shell with a soft, chewy center — while playfully illustrating how it can bring out the softer side of even the most hardened individuals. Set in diverse locations such as a courtroom, a tattoo parlor, and a biker bar, the ads aim to convey the universal appeal of Tic Tac Chewy! and emphasize that the candy can resonate with a wide range of consumers. The campaign was developed by the creative agency [Translation](https://www.trendhunter.com/trends/live-tvs-new-campaign). It will run across streaming platforms and social media, supported by influencer collaborations and engaging content designed to connect with Gen Z audiences. Image Credit: Tic Tac® ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 81% | Activity: 72% | Freshness: 35% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Fruity-candy Marketing Innovations:** The creative use of unexpected locations to highlight product features underscores a shift in how brands can effectively communicate product attributes through imaginative storytelling. - **Texture-focused Advertisements:** Highlighting a product's unique texture in marketing visuals signals a growing trend in sensory-based advertising that appeals to consumers’ tactile senses. - **Influencer-led Gen Z Campaigns:** Engaging Gen Z through influencer collaborations and social media emphasizes the importance of targeting younger demographics with relatable content. ### Industries Being Reshaped - **Candy and Confectionery Industry:** By focusing on unique candy textures and playful campaigns, the industry has an opportunity to innovate and capture diverse consumer segments. - **Advertising and Creative Agencies:** Adopting storytelling that bridges diverse consumer experiences suggests new potential for tailored campaigns that resonate across varied cultural settings. - **Digital Media and Streaming Platforms:** As campaigns integrate with streaming services and social media, there is potential for innovative content strategies that seamlessly blend with digital consumption habits. ## Related on Trend Hunter - [Dual-Texture Mini Mint Candies](https://www.trendhunter.com/trends/tic-tac-chewy.md) - [Fruity Chewable Mints](https://www.trendhunter.com/trends/chewy-tic-tacs.md) - [Chromatic Mint Character Campaigns](https://www.trendhunter.com/trends/take-a-ride-on-a-tic-tac.md) - [Digital Candy Commercials](https://www.trendhunter.com/trends/worlds-of-flavor.md) - [Immersive Mint Pop-Ups](https://www.trendhunter.com/trends/the-tic-tac-experience.md) - [Crispy Candy Contracts](https://www.trendhunter.com/trends/legally-acknowledge-the-crunch.md) - [Safe Social Interaction Campaigns](https://www.trendhunter.com/trends/chew-it-before-you-do-it.md) - [Uplifting Mint Packaging](https://www.trendhunter.com/trends/tic-tac-packaging.md) - [Sugar-Dusted Soft Chews](https://www.trendhunter.com/trends/chewits.md)