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Tic Tac debuts Shake It Up campaign

BY Allison Cerra

SOMERSET, N.J. — Tic Tac has unveiled its first-ever 360-degree marketing campaign, the brand announced Monday.

Tic Tac said Shake It Up highlights odd facts about daily routine activities and encourages consumers to explore new ways of doing things. The campaign features interactive advertising — including TV spots and a three-tiered billboard (that touts an augmented reality experience) in New York’s Times Square — and mobile experiences, including the brand’s new Tic Tac Viewr application, which allows consumers to directly interact with Tic Tac’s outdoor and print ads, and product packaging.

More information about the campaign can be found on social media outlets, including the brand’s Facebook page, Twitter feed and YouTube channel.

"In listening to our consumers, we learned that they want to be surprised and entertained. Our response was to create a campaign that inspires them to spontaneously break up their routine," said Noah Szporn, category manager for Tic Tac mints of Ferrero U.S.A. "The 360-degree Shake It Up campaign goes beyond traditional advertising, especially through the mobile technology of the Tic Tac Viewr app, which allows consumers to engage with Tic Tac mints wherever they are through a medium that they never leave behind."

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Ralcorp completes spinoff of Post business

BY Allison Cerra

ST. LOUIS — Ralcorp Holdings officially has turned its Post Foods cereal business into a tax-free spinoff to Ralcorp shareholders.

The deal, which was announced in July 2011, allows Ralcorp shareholders to hold shares of two stand-alone, publicly traded companies: Ralcorp and Post Foods. Now its own separate business, Ralcorp said it will produce private-label foods in the United States and also become a major producer of foodservice products.

"I am excited to announce the completion of this spinoff and the beginning of a new chapter for Ralcorp. Going forward, Ralcorp will be able to place even greater focus on expanding our private-brand market positions and driving the best possible performance for our businesses," Ralcorp president and CEO Kevin Hunt said. "We believe the separation unlocks value for shareholders and best positions both Ralcorp and Post for future success."

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Self-chilling beverage can to make market debut

BY Allison Cerra

IRVINE, Calif. — Joseph Co. is introducing a new beverage that will be chilled without the use of ice or refrigeration.

The company said its West Coast Chill energy drink features a can that utilizes Microcool technology — which was developed, patented, and licensed by Joseph Co. — and includes an activation button on the can allows the beverage to drop 30 degrees within minutes. The beverage is based on natural ingredients and contains no sugar, no caffeine, and no artificial colors or flavors, Joseph Co. said.

West Coast Chill pure energy drink is scheduled to launch the end of the first quarter 2012.

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