SOMERSET, NJ: Ferrero's Tic Tac brand created a new Facebook app to support its Shake, Share & Care breast cancer awareness campaign, which launched today.
The app was developed by Tic Tac's PR AOR for the last four years, MSLGroup, which handles all the company's social media channels, as part of the brand's first-ever Tic Tac Extraordinary Caregiver Contest on its Facebook page.
“MSLGroup came up with the great idea of having this contest and they'll be supporting it with media outreach,” said Christina Caruso, associate brand manager at Tic Tac.
A year ago, MSLGroup created the Tic Tac Facebook page, and this summer the agency established the brand on Twitter. Caruso said Tic Tac has decided to really delve into the digital world to reach more audiences.
“We see the importance of social media,” she added. “It's a great fit for our brand and it definitely fits our target consumer, which is 18- to 34-year-olds, male and female.”
With the Caregiver Contest, consumers are encouraged to write essays nominating someone who has dedicated him or herself to helping those affected by cancer. Nominations will be accepted until October 3 and consumers can vote for finalists from November 1-11. The three winners will each receive $2,500 and their nominators will be awarded a $500 gift card by a selected sponsor.
Leigh Parrinello, VP of MSLGroup New York, said the agency chose to kick off the contest on Facebook because it gives the brand a chance to directly interact with its consumers.
“Facebook is a place where we've found a really active audience and our consumers and fans are there,” Parrinello explained. “We're really able to connect with our consumers in a meaningful way, especially when talking about something like breast cancer awareness.”
MSLGroup is also promoting the campaign, which supports Tic Tac's seven-year partnership with nonprofit organization CancerCare, by reaching out to various media outlets and influential bloggers.
Tic Tac will also make its annual $100,000 donation to CancerCare and launch limited-edition pink grapefruit-flavored Tic Tacs to help raise breast cancer awareness.