Tic Tac® mints Launches New Campaign Challenging Millennials to Shake Things Up

SOMERSET, N.J., Jan. 18, 2012 /PRNewswire/ -- Tic Tac® mints, known for its iconic size and unique packaging, launched today the first phase of its first-ever 360 marketing campaign – Shake it Up™ - to help break out of the mundane and encourage people to explore new unconventional ways of doing things on a daily basis.  The campaign provides a gentle reminder, through a robust multimedia experience, to those who may have nodded off in life or just simply forgotten that sometimes each and every one of us needs to shake things up.

The Shake It Up™ campaign reaches consumers at multiple touch points ranging from print, outdoor, TV, online, mobile and social media engagement to experiential events. The campaign features several provocative and insightful facts on conventional human behavior, each with a call-to-action to Shake It Up™.

"We know that millennials all over the U.S. are experiencing life and sharing it with one another online," said Noah Szporn, category manager for Tic Tac® mints of Ferrero U.S.A., Inc. "To engage with our consumers in a more meaningful way, we needed to not only go where they are interacting, but to also speak with them with a more lively message that expresses a larger philosophy – that is how the Shake it Up campaign was born."

Starting this week, the Tic Tac® brand will be kicking off a new partnership with Gen Art through its sponsorship of the Gen Art Lounge in Park City, Utah during the Sundance Film Festival. They will debut a comedic short by up-and-coming actor, Jareb Dauplaise, in which he educates consumers on how to shake things up in their daily lives. Guests attending the event will also have the chance to break out of the mundane and experience the campaign by creating their own fun and unique videos throughout the weekend.  After Park City, the Tic Tac brand will again work with Gen Art to shake things up at two additional film screenings in New York and Los Angeles where they will encourage influencers and consumers alike to get out of their comfort zones and buck the trends through a series of activities on and offline.  

Additionally, initiatives will include a Facebook engagement program with updates to the Tic Tac USA Facebook page, an instant win sweepstakes and tips on how to break out of the mundane.   The brand will also be shaking things up in Chicago and Los Angeles in early 2012 with interactive outdoor "paintless graffiti" activations that will provide tips and reminders to consumers both on the street and online on how they can shake things up while they go about their daily routines.

The campaign will be further enhanced in phase two with a cutting edge Augmented Reality (AR) mobile application, which takes the shaking up to a whole new level.  Users will be able to interact with the iconic Tic Tac mints packages as well as out of home advertisements to get daily Shake It Up™ tips, as well as play games and enjoy experiences that educate on how to shake things up. The application will be available and free for all iOS and Android mobile devices in early February through Apple® App Store™ and Android Market. Consumers will get the chance to preview the Tic Tac Viewr mobile application at the Gen Art Lounge in Park City, Utah during Sundance.

To learn more about the Tic Tac® brand's exciting Shake it Up™ campaign and upcoming online and offline events, "Like" Tic Tac® on Facebook (www.facebook.com/TicTacUSA) and follow Tic Tac® on Twitter (www.twitter.com/TicTacUSA).

ABOUT TIC TAC® MINTS AND FERRERO

The Tic Tac® brand was launched in the U.S. in 1969 by the Italian confection manufacturer Ferrero and has been a leading mint brand for 40 years.  Tic Tac® is sold worldwide.  The Ferrero Company was established in 1946 in Alba, Italy.  The company's first product was made with hazelnuts and cocoa, resulting in the base ingredients for the world's #1 selling sweet spread on the market today – Nutella® hazelnut spread.  Since then the company has grown to become one of the world's largest confectionery companies with a vast global portfolio that includes high-quality products such as Ferrero Rocher® chocolates, Ferrero Rondnoir® dark chocolates, Raffaello® confections and Tic Tac® mints.  Ferrero products are distributed globally throughout Europe, North America, Australia, Asia and South America.  For more information, visit www.facebook.com/TicTacUSA or www.tictacusa.com.

ABOUT GEN ART

Gen Art is a national company dedicated to showcasing and elevating emerging talent in film, fashion, music and visual arts. Gen Art hosts an array of high profile signature events including the Gen Art Film Festival, Summer Screening Series, and Fresh Faces in Fashion. Gen Art has a 16 year history cultivating an extensive following of loyal supporters who view them as arbiters of emerging talent. With an expertise in experiential and event marketing that aligns brands with talent and entertainment industries, Gen Art creates dynamic integrations that ensure audience engagement is both immersive and organic while supporting and maintaining the integrity of the artist's work. Gen Art has a long history of working with a variety of prominent brands.  For more information, visit www.facebook.com/genartnational or www.genart.com

SOURCE Tic Tac