To launch the new Cinnamon Tic Tac breath mint, we built a huge and surprising domino containing more than 7,500 packs of the product.The project lasted 5 weeks and it counted on a multidisciplinary team of artists, physicists and set makers.The installation was exhibited in a shopping mall with the greatest number of visitors in Sao Paulo and it served as base for a promotion: the person who guessed right how long the domino would take to fall would win US$50,000.127 people took part. 15 million people visited the domino.The action generated the biggest buzz in the history of the brand, having received 13 million impacts in media and social networks.

The action produced the biggest buzz result in the history of Tic Tac. In total, there were approximately 13m impacts, considering materials, mentions and tweets. There were manifestations on the web. Videos of consumers assembling their own domino chains, event coverage, and forum discussing the fall leveraged the brand highlighting it in the pop universe. Cinnamon became the best-sold seasonal flavour in the history of the brand.127,000 people took part in the promotion. Approximately 15m people visited the domino chain live. Tic Tac sales increased 17%.The domino chain was recommended as an ‘entertainment tip’ in the FolhadeSPaulo newspaper’s guide, the main newspaper in the city.