Ferrero is launching what it describes as its biggest ever campaign across its Tic Tac range to drive relevancy and frequency among its core consumer group of 16 to 34 year olds.
The brand will be supported by a £1.7m media spend, and a text to win on pack offer will reward every purchase of Tic Tacs with either £5 or a voucher for £5 off a minimum spend with partners comprising Topman, Dorothy Perkins, Cineworld, Nails Inc, National Express and takeaway.com.
“Video on demand, mobile, digital and social media all form vital platforms for our Find a Fiver campaign,” commented Levi Boorer, customer development director. “Consumers aged 16 to 34 are a critical demographic for the brand, due to their sheer number and capacity to be influenced via technology and social media. By extending our advertising to include ‘video on demand’, we are ensuring that we access a different group of consumers and open the category to a wider range of shoppers.”
He added: “To drive emotional engagement with this consumer group, Find a Fiver will carry the tagline ‘Give yourself five’, where we will be encouraging people to attempt a one handed clap. This humorous tagline will translate across all of our communication touch points and is sure to drive talkability. We are confident that this latest campaign will drive further growth within the pocket confectionery category."