SOMERSET, NJ: Ferrero USA's Tic Tac brand is kicking off an initiative to engage Millennials by allowing them to create their own virtual Tic Tac packs online and in person.
The brand has launched a microsite, TicTacMyPack.com, where fans can customize their own packs of mints by mixing any of the 13 flavors available. Consumers can share their creations on social platforms, such as Facebook and Twitter, and the virtual packs will also be featured on the site’s custom gallery.
The brand is also attending five spring festivals around the country as part of its Tic Tac Mints My Pack Tour. At each stop, Tic Tac will have interactive stations, inviting consumers to customize packs they can take home or take pictures in an on-site photo booth.
Todd Midura, category manager for Tic Tac mints at Ferrero USA, said the photo booth lets consumers share pictures online, so the brand will encourage them to post images to their own social media pages.
Midura added that the brand came up with the idea for the customization campaign because it knows "that Millennials, our primary target audience, appreciate products that offer personalization and that our customers often combine our Tic Tac mints into unique and interesting combinations."
Tour stops include the Deep Ellum Arts Festival in Dallas; Tortuga Music Festival in Fort Lauderdale, FL; SweetWater 420 Fest in Atlanta; Spring Jam in Minneapolis; and Cinco de Mayo Festival in Denver.
MSLGroup, Tic Tac’s PR agency partner, is handling media relations, content creation, and social media for the campaign, including managing the brand’s Tic Tac USA Facebook Page and @TicTacUSA Twitter account, said Midura. He added that the firm will create and share unique content for each city stop and engage influencers.
Legacy Marketing Partners designed the TicTacMyPack.com microsite and is leading on-site consumer engagement at festival stops.
"Custom content is key for us with this campaign," explained Midura. "The brand is sharing a custom pack tailored to the unique culture of each city on the tour, such as a Chicken Fried Steak-flavored Tic Tac mints to honor a stop in Dallas."
Tic Tac will post each of the customized packs on the brand’s social channels to raise awareness of the microsite and the tour stops.
Midura said the brand will measure results of the campaign by monitoring impressions and engagement levels on social media and at events. Tic Tac will also watch traffic to the microsite.
The customization effort is part of Tic Tac’s Shake it Up initiative, which launched in 2012.