Tic Tac, the mouth freshener brand from Ferrero, recently launched its first desi variant for the Indian market – Elaichi (Cardamom) mint. This exciting new localized flavor has been launched to cater to the Indian palette.
The brand has now associated with Café Coffee Day (CCD) to engage and strike a chord with the youth with the new desi mint the desi way.
This will be a 15 day long association in over 100 CCD outlets in Mumbai and Delhi.
Through the association, every order of CCD will be accompanied by a Tic Tac Elaichi Mint pack (Rs. 5 pack). Tic Tac will also place exciting Desi props in all the 100 outlets for consumers to click quirky pictures, selfies and groupies.
The activation has a digital leg as a part of the 360° approach for the launch. Consumers are invited to upload their photos and write a quality which makes them uniquely desi using #desiquirk (on fb/tictac page).
Speaking on the association, Emanuele Fiordalisi – Vice President, Marketing, Ferrero India, said, “The aim is to reach out to as many youth through this association with CCD and build awareness and likability for the flavor. We are confident that the youth will enjoy the desi mint as much as we enjoy presenting it to them.”
Tic Tac will be launching a fb innovation with tictacbook.com which is an interesting way of communicating the desiness of the elaichi mint variant.
Also as a part of the holistic approach is a radio campaign personifying the Tic Tac ‘Desi’ character. A radio contest called ‘Sabse Desi Kalakaar’ is organized wherein listeners will be requested to vote for the most Desi actor, actress and singer . The duration is of 2 weeks on a popular radio channel.
Considering the ever evolving attitude of young consumers, Tic Tac has been regularly innovating new flavours to suit the Indian taste buds. The current flavours available are Mint, Orange, Peach Passion, Strawberry fields and Mintensity.