Following a multi-agency pitch for Ferrero Group’s mint brand Tic-Tac, Grey India has been assigned the creative duties of the entire portfolio of the group. Orchard Advertising is the incumbent agency. According to industry sources, the account size is estimated in the region of Rs 8-10 crore.
Grey India will handle the entire brand portfolio that includes Ferrero Rocher, Tic-Tac, Nutella and Kinder Joy. There was no official confirmation available at the time of filing the report, however, highly placed industry sources close to the development have confirmed the win.
It may be recalled that in October 2009, the company had called for a pitch for its mint brand Tic-Tac. Few leading agencies were part of the pitch.
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. The Indian confectionary market is now expanding as local subsidiaries of global confectionary majors like Cadbury, Perfetti Van Melle, Lotte and Wrigleys are swinging into action with new marketing strategies, backed by investment, to grab a larger share of the Indian confectionary market.