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By merging the unstoppable wave of K-pop with the emotional depth of fandom, Tic Tac created a digital sweepstake that transformed snacking into a shared cultural moment. Fans eagerly collected limited-edition Jaehyun-themed packs, scanned QR codes, and uploaded receipts for a once-in-a-lifetime chance to meet their idol before his enlistment. Each interaction felt personal, blending excitement, nostalgia, and pride within the fan community. The campaign sparked millions of impressions, thousands of uploads, and remarkable product sales in just six weeks. More than a promotion, it was an experience that strengthened brand love, deepened emotional connection, and positioned Tic Tac as a brand that understands youth culture — all while capturing valuable first-party data to shape future growth with authenticity and insight.
From Snack Cravings to Star Dreams
In Indonesia’s competitive snack market, Tic Tac faced the challenge of capturing young consumers’ attention beyond price promotions. Instead of competing through discounts, the brand tapped into what truly inspired this generation — K-pop fandom. When news broke of NCT’s Jaehyun’s upcoming military enlistment, fans felt a wave of emotional urgency. Tic Tac turned that moment into an opportunity for connection by creating TicTacLand, a digital playground where fans could register purchases, play, and dream of meeting their idol. Each Jaehyun-themed pack transformed ordinary snacking into an exciting, shareable cultural experience that spoke directly to Gen Z’s passions.
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Uniting Culture, Emotion, and Commerce
Tic Tac aimed to expand its market presence by deeply embedding itself in youth culture and strengthening consumer loyalty through emotion-driven engagement. The brand recognized the unmatched influence of K-pop fandom and sought to turn that passion into meaningful participation. By introducing limited-edition Jaehyun-themed packs and connecting them with an exclusive digital sweepstake, Tic Tac encouraged fans to engage not just with a product, but with an experience that reflected their identity and excitement. Each purchase became a step closer to their idol, transforming everyday snacking into a moment of joy and connection. Through this initiative, the brand successfully captured the attention of K-pop fans across Indonesia, inspired product purchases, gathered valuable first-party data, and reinforced its image as a fun, youthful, and culturally relevant brand that truly understands what drives the next generation.
A digital-to-retail fan journey powered by emotion
A fan-fueled success story bridging hearts and sales
The Tic Tac x Jaehyun campaign became a remarkable example of how emotional storytelling can fuel real business growth. By merging the excitement of K-pop fandom with the joy of snacking, Tic Tac turned a simple purchase into a meaningful fan experience that connected emotion with action. This unique blend of culture, entertainment, and commerce positioned Tic Tac as more than just a snack — it became part of a powerful cultural moment that united fans across Indonesia.
By blending fandom with commerce, Tic Tac elevated a simple sweepstake into a shared emotional moment. Through Grivy’s ecosystem, the brand transformed receipts into relationships, purchases into participation, and fandom into future growth
