Objective:
Organically integrate Tic Tac into the musical culture of Kazakhstan through collaboration with Yenlik, while maintaining brand values and natural integration.
What was implemented on our part:
- Negotiations between Tic Tac, Yenlik and the Rabbit&Carrot agency, ensuring favorable terms of cooperation.
- Development of the track concept – integration of the signature sound of Tic Tac packaging into the musical rhythm of the composition “ESEP”.
- Coordination of the creative message – maintaining the authentic style of the artist, echoing the philosophy of the brand.
- Control of the compliance of the integration – balance between the advertising message and the artistic value of the track.
Results:
- Natural musical integration of the brand, Tic Tac became part of the sound.
- 1.3+ million views n
- Growth of audience engagement, positive feedback on social networks.
- Strengthening Tic Tac's position among young people, enhancing the image of a modern and inspiring brand.
The Tic Tac x Yenlik collaboration showed how an unconventional approach to music marketing can not only attract attention, but also organically integrate a brand into the everyday culture of listeners.