Neither Mild nor Wild: Tic Tac Bold!

CHICAGO The equity of Tic Tac, along with one-and-a-half calories per mint and a clear plastic package that emits the signature “shake-shake” sound, is that it’s not a power mint.

So while Tic Tac Bold!, coming to retail in January in mint and fruit, will pack more breath-freshening taste, brand stewards describe it as an in-between confection—more enjoyable than an intense mint with flavor that builds but doesn’t overpower. Remember: it’s not a power mint.

A television and print campaign, being developed by Merkley + Partners, New York, will roll in late April.