The television spot breaks in April and runs for four weeks. It uses the "shake your Tic Tacs" creative created for Tic Tacs in February by WCRS, but with a new ending.
The sampling campaign is to target consumers at train and tube stations, as well as at football matches. The launch will be backed by new point-of-sale material, including dump bins, posters, shelf wobblers, head cards and crowners for mixed-display trees.
The new flavour is aimed at 16- to 24-year-old men, who are fond of the extra strong taste. Tic Tac says that the extra strong sector is growing at 5% year on year, against a static total mint market.
Lorraine Crowe, group product manager for Tic Tac, said: "This is the first Tic Tac flavour that has been introduced specifically for the male market. Research shows there is a clear market opportunity for a high-performing extra strong mini mint.
"We know that there is significant potential for Tic Tac Extra Strong and we are confident that it will provide strong sales opportunities for retailers."
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