A player's jaw motions, captured on camera, control two retro Snapchat games released by the mint brand to promote its latest product offering

Game developers have come up with many alternatives to the typical video game controller, from guitars to dancing pads and virtual reality gestures. To promote its new line of gum, mint brand Tic Tac came up with yet another: two 8-bit Snapchat games that are controlled by chewing.

In Spearmint Jungle, a player's chewing—captured by the smartphone's camera—propels the character from vine to vine over different obstacles. In the other game, Cool Watermelon Water Ski, jaw motions power a water skier over different jumping obstacles. Both games are named for flavors of the new gum and are now accessible through the Snapchat app.

The brand released its first chewing gum in January. While Tic Tac mints are very popular, this campaign aims to increase customer awareness of the gum. Tic Tac collaborated with ad agency TBWA on the games, dubbed Chew & Play.

Tic Tac

Game developers have come up with many alternatives to the typical video game controller, from guitars to dancing pads and virtual reality gestures. To promote its new line of gum, mint brand Tic Tac came up with yet another: two 8-bit Snapchat games that are controlled by chewing.

In Spearmint Jungle, a player's chewing—captured by the smartphone's camera—propels the character from vine to vine over different obstacles. In the other game, Cool Watermelon Water Ski, jaw motions power a water skier over different jumping obstacles. Both games are named for flavors of the new gum and are now accessible through the Snapchat app.