The chewing gum category is crowded, habit-driven, and hard to disrupt – even for a brand as recognised as Tic Tac. For the launch of Tic Tac Gum, the objective was to reach as many in-store shoppers as possible and convert trial into sales, in a category where shelf presence alone rarely shifts behaviour.

Roaming sampling maximises reach, but only works when brand ambassadors can carry enough product and the unit itself does the selling. D2C created a purpose-built roaming tray that combined high product capacity with bold, on-brand visuals – designed to stop shoppers and facilitate trial and purchase in a single interaction.

The Tic Tac roaming tray held both sample and retail-size product, allowing ambassadors to drive trial and immediate purchase simultaneously. Its modular construction enabled free movement across the store floor, intercepting shoppers at peak footfall zones rather than waiting for them to arrive.

Stores with the D2C roaming sampling tray saw a 300% increase in sales and brand ambassadors distributed 50% more samples per session. The campaign proved that in an impulse category, getting product into shoppers’ hands – at the right moment and in the right way – is the most powerful conversion mechanic available.