PARSIPPANY, N.J. — Tic Tac’s newest campaign, Open Up, launched this week with the premiere of a humorous television commercial which introduces a new brand persona, Mr. Tic Tac. The globally produced ad, adapted for the U.S. market by Tic Tac’s creative agency Laundry Service, is a 30-second spot which encourages viewers to Open Up with Tic Tac mints.

The ad centers on the mysterious appearance of a wise guru in a dapper white suit: Mr. Tic Tac. In today’s digital era where conversations are being replaced by screen time, Mr. Tic Tac’s mission is to help people open up and share life’s lighthearted moments with others. He is an energetic, charismatic persona who offers a breath of fresh air in everyday situations – just like Tic Tac itself.

“We’re excited to introduce Mr. Tic Tac, who personifies our brand perfectly and shows the importance of sharing connections in an upbeat, fun way,” said Felipe Riera Michelotti, vice president of marketing, Tic Tac North America at Ferrero USA, Inc. “Our hope is that Mr. Tic Tac inspires our fans to open up in their own way.”

Mr. Tic Tac and his tongue-in-cheek tone are carried through the campaign’s social presence on Facebook, Instagram and Twitter. The commercial will air on networks including FOX, TBS, Freeform and MTV, and it is the first Tic Tac television spot to hit the airwaves since January of 2018. The campaign will be live through early December.