Ferrero Group is on the lookout for a creative partner for its mint brand, Tic-Tac. Currently, Orchard Advertising is handling the creative business. It is believed that a few agencies are pitching in for the business.
No official confirmation was forthcoming at the time of filing the report, however, industry sources close to the development have informed that the pitch is underway. The ad spend on the business could be ascertained.
In 2008, Tic Tac had adopted a new tagline ‘The new hello’, repositioning the brand as a conversation starter. Prior to that, the brand’s initial communication focussed on the main benefit of freshness. The tagline of the brand then was ‘Natural Mint, Natural Flavors’.
In India, Tic Tac competes with brands like Polo, Chlormint, etc., in the mint confectionary market.