Ferrero Canada conducts Tic Tac Small Fun Revolution campaign
Candy company Ferrero Canada has begun an online campaign for its Tic Tac brand called the "Tic Tac Small Fun Revolution." The national rebranding campaign, aimed primarily at consumers between the ages of 18 and 29, was developed by Noise Digital. The initiative encourages participants to engage in "small fun moments" by uploading content making use of the product to a website at <http://www.tictacsmallfun.ca>, by directing other visitors to a series of online videos, or by downloading one of two cell phone games. Those who upload content will be placed in a draw for "24 hours of small fun" worth $5,000. Additional online support includes exposure on YouTube.com, Facebook.com and Twitter.com, as well as search engine advertising and banner advertising. Ferrero has also established a co-branded website in association with specialty channel MuchMusic. This association also includes on-air brand exposure and three 10-second television commercials. "The goal of the campaign was to re-engage consumers with the Tic Tac brand by tapping into an existing online fan base and sharing that sense of fun," said Trevor Carr, president and CEO of Noise Digital. "By turning Tic Tacs into a whimsical piece of entertainment content, we are activating social media network platforms and encouraging users to share content with their networks."