It is the first time that the Ferrero-owned brand has aimed one of its campaigns specifically at women. Back in 2003, Tic Tac Extra Strong was launched with a £4m marketing push targeted at men.
The over-arching Tic Tac brand attracts a 45% female and 55% male audience aged between 16 and 24 years old. However, Tic Tac Spearmint skews towards 73% female and 27% male within the same age demographic.
The new nationwide campaign will use the “refreshing little lift” strapline, which has been in place since 2006.
A sampling campaign will begin this week and be supported by television advertising, starting on 25 October. High street fashion retailer New Look will be working on the sampling campaign, which has been devised by Bugle Communications.
Six Tic Tac spearmint-branded VW Beetle cars will be visiting 42 locations around the UK handing out product samples around New Look stores, together with scratch cards offering instant win vouchers to spend at New Look.
Ferrero marketing director Dave Tucker says the campaign will be “highly appealing to young, fashion-loving women – the main consumers of Tic Tac spearmint”.
“We want to clearly position Tic Tac spearmint as the perfect handbag companion and gain further growth from our female customers. This activity, combined with heavyweight advertising, will keep the brand front of mind for our target female consumer for the rest of the year.”