# DJ-Endorsed Breath Mints DJ Steve Aoki is the Creative Director for the Tic Tac X-Freeze Campaign By Grace Mahas | Published 2020-01-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/xfreeze-campaign References: [youtube](https://www.youtube.com/watch?v=4zGtUh5DozQ&feature=youtu.be) & [youtube](https://www.youtube.com/watch?v=l6sUJ872yiM&feature=youtu.be) To spotlight the [Tic Tac's](https://www.trendhunter.com/trends/tic-tac-fresh) new X-Freeze variant -- a sugar-free mint formulated with cooling crystals for long-lasting flavor -- the brand joined forces with [iconic DJ and producer Steve Aoki](https://www.trendhunter.com/trends/travis-kelce1). The artist made his debut as Creative Director of Tic Tac’s newest campaign with X-Freeze. The X-Freeze campaign draws inspiration from Aoki’s bold and extreme life, drawing parallels between the intensely refreshing taste of the X-Freeze mint and some of Aoki's most extreme experiences like jumping off a cliff, performing in front of thousands, and snowboarding down a mountain. The campaign includes a 15-second ad spot as well as a video depicting the behind the scenes real of Aoki's creative process. Image Credit: Tic Tac ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 4% | Activity: 18% | Freshness: 9% - 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) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Celebrity Endorsements in Food and Beverage:** Collaboration with influential figures like DJs and celebrities will continue to be popular for food and beverage brands looking to expand their reach. - **Personalized Mints and Breath Fresheners:** Brands can innovate by offering customizable mint flavors or packaging to cater to individual preferences and stand out in a crowded market. - **Branded Collaborations Between Music and Food Industries:** Cross-marketing between music and food industries has the potential for strong brand partnerships and opening new collaboration opportunities. ### Industries Being Reshaped - **Food and Beverage:** Companies can leverage celebrity partnerships and customizable products to increase brand loyalty and customer engagement. - **Music:** Musicians can expand their creative and marketing portfolio by collaborating with food and beverage brands for new promotional opportunities. - **Marketing and Advertising:** Expanding marketing collaborations can increase brand visibility and effectiveness, reaching consumers through more varied channels. ## Related on Trend Hunter - [Cooling Extra-Fresh Mints](https://www.trendhunter.com/trends/tic-tac-fresh.md) - [Immersive Mint Pop-Ups](https://www.trendhunter.com/trends/the-tic-tac-experience.md) - [Fruity Creative Campaigns](https://www.trendhunter.com/trends/soft-on-the-inside.md) - [Crowdsourced Limited-Edition Mints](https://www.trendhunter.com/trends/choose-your-next-match.md) - [Uplifting Mint Packaging](https://www.trendhunter.com/trends/tic-tac-packaging.md) - [Tropical Flavor Mashup Mints](https://www.trendhunter.com/trends/tic-tac-tropical-adventure.md) - [Spicy Co-Branded Mints](https://www.trendhunter.com/trends/tic-tac-and-del-taco.md) - [Music Producer Gum Campaigns](https://www.trendhunter.com/trends/5-gum-and-zedd.md) - [Creamy Fruit-Forward Mints](https://www.trendhunter.com/trends/tic-tac-strawberry-cream.md)