Building on music link success
tic tac, the pocket confectionery brand from Ferrero, is the UK specific sponsor of the prestigious 2013 MTV EMA awards, which will take place on 10 November at Amsterdam’s Ziggo Dome. tic tac is offering consumers weekly prizes as part of an on-pack promotion.
The 2012 partnership between tic tac and MTV EMA delivered an increase in volume sales, demonstrating the relevance of the link up. To boost the competition’s appeal even further this year, consumers will be given the chance to vote for their favourite tic tac flavour with hundreds of prizes to be won in weekly draws across the promotional period from vouchers and headphones to money-can’t-buy VIP tickets for the 2013 MTV EMA awards.
Consumers can enter by voting online via facebook and for the first time, through an engaging augmented reality app. The exclusive on-pack promotion will be supported with extensive marketing activity including, TV, radio, digital and outdoor.
Levi Boorer, customer development director Ferrero, said: “We are confident that this year’s tic tac and MTV EMA collaboration will be a resounding success as we build on last year’s campaign with significant investment and even better prizes. With a multi-million pound investment behind the tic tac brand this year, we are aiming to reach 74% of our 16-34 year old target audience three or more times through this campaign by harnessing social media. We will be highlighting the recent launch of our Spearmint Twist flavour in all marketing and POS and advise retailers to merchandise effectively in store using our vibrant countertop units, to capitalise on the demand and highly impulsive nature of confectionery.”
Commented Mark Swift, senior vice president, UK and international ad sales, Viacom International Media Networks: “Following on from the huge success of the 2012 MTV EMA awards we didn’t need to think twice about working with a fast growing, iconic brand like tic tac again. We look forward to a fruitful partnership in 2013, which will reach even more fans by delivering a really exciting campaign which flawlessly engages and connects both brands’ target audiences.”
Promotional packs will be on sale from 26 August, available in the following flavours; Spearmint Twist, Cherry Passion, Lime & Orange, Freshmint and Strawberry Fields.
