Tic Tac Boosts Brand Relevance Among Gen Z Gamers in Malaysia and the Philippines

In a strategic move to enhance its brand relevance with Gen Z gaming audiences in Malaysia and the Philippines, Tic Tac embarked on an innovative promotional campaign in collaboration with Moonton, the developer behind the popular game Mobile Legends: Bang Bang (MLBB).

Strategic Partnership and In-Game Integration

The partnership between Tic Tac and Moonton was meticulously negotiated to leverage the iconic MLBB intellectual property (IP). The campaign featured entitlements activated through in-game banner ads, ensuring prominent visibility for the Tic Tac brand within the gaming environment. Additionally, in-game items were incorporated as part of purchase promotions, further integrating the brand into the gaming experience.

Amplified Promotion Through Esports and Social Media

To maximize the campaign's impact, the promotional activities were amplified through co-created content and the strategic distribution of assets. This included collaborations with partnered esports teams and professional players, who shared the promotional content across their social media channels. This approach not only broadened the campaign's reach but also enhanced Tic Tac's brand relevance and visibility among the gaming communities in Malaysia and the Philippines.

The partnership between Tic Tac and Moonton successfully positioned Tic Tac as a relevant and engaging brand for Gen Z gamers in Malaysia and the Philippines. By integrating the brand into the gaming experience and leveraging the influence of esports teams and pro players, Tic Tac effectively connected with its target audience, driving brand relevance and engagement in a dynamic and rapidly growing market.