The Simpsons x Tic Tac: A Global Licensing Masterclass
Scaling an Iconic IP Across 48 Countries and 3 Characters
Transforming Consumer Products: Custom Flavors and Themed Pills
Instead of eating his shorts, we opted to partner with a brand that was actually edible.
In a partnership that redefined global character licensing, Brian Gartland facilitated a massive multi-market collaboration between The Simpsons and Ferrero (Tic Tac). Spanning 48 countries over a single year, this initiative remains the largest licensing program ever executed for the iconic animated franchise.
Product Innovation & Customization: Moving beyond simple packaging, the program integrated the IP into the product itself. Utilizing the personas of Bart, Homer, and Marge, he developed:
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Character-Themed Pills: Proprietary printing technology allowed the characters' faces to be featured directly on the Tic Tac mints.
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Unique Flavor Profiles: Custom flavors were developed to match each character's personality.
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Omnichannel Marketing: The launch was supported by a Global TV Spot, immersive in-store displays, and synchronized digital/social activations.
The Result: The 'Simpsonized' Tic Tacs became a global phenomenon, selling out inventory in multiple markets and proving that deep IP integration drives record-breaking FMCG velocity.
