It happened in Denmark and it is surprising. Seeing a street artist, in the heart of a pedestrian path is normal … Seeing him playing music, again nothing transcendent. But when he requires public participation and especially the use of instruments made with Tic Tac box … …

The one-man band who claim in for the cold

It is true that at the first seconds of video, the artist reminds a little a one-man ban, with boxes taped to his feet and pan flute in Tic Tac. Soon, he get out of his bag unusual instruments, all manufactured with the same raw material, the Tic Tac box. There is a tambourine, maracas, … the public will be compelled to participate by following the instructions of the conductor. The result is a nice music and above all … ..

A good WOM…
The video has quickly spread around the net and questions burst. Did the brand orchestrated (sic) or not the WOM?
The artist, Albacow Micha, a 16-year-old Uzbek, is presented as a fan of Tic Tac, which has pushed his passion to the creation original instruments. ((The Cool Flute, The Drum Rattle, The Rhythm Shoes, The Cray Cymbal, The Simple Rattle, The Sratcher)

Uzbek … … He is in the kitchen
The question is recurent on the net, but for us there is no doubt. Indeed a visit to the official website of the artist, Micha Albacow, and deceit is revealed. It is a viral campaign created by the Tic Tac brand.
Indeed, on this site in the colors of the mark, the humor is pushed to the absurd. From Micha’s Game (based on Guitar Hero) to pictures of Uzbekistan, commented in English by avoice with an exaggerated accent, everything is made to understand that the event is to be taken lightly.
Everything reminds significantly of Borat,Sacha Baron Cohen’s character, created for the Saturday Night Live.

Good Tac Tic?
The effect is undoubtedly successful. Many blogs talk about it, the video is broadcast repeatedly on the platforms for content and Micha Albacow already had his own fan pages on Facebook. Remains whether he is becoming the new muse of the brand, replacing  Georges, the not so sweet Yéti.
The question arises especially when we know that the brand launched in February a free access call for entries on Dailymotion and that, totally independent of the viral campaign, it resulted in a TV ad. Two participatory campaigns in the space of a month, is Tic Tac still looking for a Tac Tic?