Festival flavour shakes up pocket confectionery
tic tac, from Ferrero, is launching a limited edition fruity festival flavour mix. Set to unlock a scorching summer sales opportunity for retailers, Festival builds on Ferrero’s track record of launching successful fruit-flavoured NPD and is designed to drive incremental category growth.
The brightly coloured pack grabs attention at the fixture, and contains four fruity flavours: lime, orange, cherry and passion fruit. Fruit is now the largest segment of the pocket confectionery category, with sales particularly high amongst 16-24 year olds, an audience which holds real affection for tic tac.
“We are confident that new tic tac Festival will engage our core audience of 16-24 year olds, with fruity flavours that they love in a festival themed pack that will help them shake up their summer,” comments Levi Boorer, customer development director. “To further engage consumers, we are tying up with the Kiss Beach festival which has a line-up featuring some of the biggest artists and DJs of the moment making it the ideal partner for tic tac.”
tic tac will appear in Kiss Beach TV, radio and press advertising as a sponsor and will also host a branded experiential area at the festival itself with sampling. A social media campaign will engage consumers further by offering them the chance to win VIP tickets via the tic tac facebook page; with the social networking site’s logo appearing on pack for the first time.
tic tac Festival will benefit from a £3.6m investment in the wider tic tac brand as part of Ferrero’s ambitious plans to double the size of its UK business. The brand will be back on TV with a heavyweight schedule for its popular ‘shake it up’ campaign ad from May.
Impulse specific POS has been created to support the launch of tic tac Festival. The vibrantly eye-catching units, counter tops and clip strips are designed to help retailers maximise the highly impulsive nature of confectionery by raising visibility in store. The countertop units are for sale in all good wholesalers with the opportunity to request POS on the Ferrero website.
