Oh, to Be Young, Millennial, and So Wanted by Marketers”

The makers of Tic Tacs had a problem on their hands.

After 18 months of internal study, they had concluded that the all-important millennial generation might not be content with a mere mint.

No, the millennials wanted entertainment, release from boredom, “emotional rescue.”

So this month a new and more amusing Tic Tac is coming to store shelves — the Tic Tac Mixer, which changes flavors as it melts on the tongue. From cherry to cola, for example, or from peach to lemonade.

It’s yet another play in the millennial mania that is overtaking all manner of businesses, and seems to be getting more obsessive by the day. Not since the baby boomers came of age has a generation been the target of such fixation.

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