KISS has teamed up with Tic Tac in a new commercial agreement which will see the station’s logo printed on two million packets.
Sponsrship of the KISS Does Summer promotion will offer Tic Tac a way to ‘open up access’ to music festivals and experiences for a valuable audience of 16-34-year-olds through a tailored commercial campaign spanning radio, digital, social, experiential and branded packaging.
The partnership has been curated and will be managed by Omnicom Media Group UK’s creative content agency DRUM, with media planning and buying handled by PHD media.
Simon Kilby Chief Revenue Officer Bauer Media said: “This partnership has placed Tic Tac at the heart of the ‘Beat of the UK’ with KISS Does Summer.
“Our insight of the KISS youth audience and understanding of what drives them to festivals, together with our creative expertise has seen us meet Tic Tac’s brief by ‘opening up’ experiences with unrivalled access to the artists, gigs and festivals through a campaign targeting radio, digital, social, experiential and on-pack promotion.”
Levi Boorer, Customer Development Director for Ferrero UK & Ireland, added: “We’re really excited to be giving consumers the chance to win some truly incredible prizes this summer through our on-pack promotion.
“Music has a natural alignment with Tic Tac as it perfectly embodies the brand ethos of bringing people together to share new experiences. This exciting new partnership with Kiss will help to further drive relevancy amongst shoppers and music lovers.”
John Walker, head of partnerships at DRUM: “The partnership between Tic Tac and KISS provides a huge platform for Tic Tac to reach new audiences as well as drive greater brand engagement through the on-pack promotion and competition.
“By leveraging KISS’ audience and social media following the partnership will position Tic Tac at the front of mind within a notoriously hard to reach demographic.”
The bespoke KISS Does Summer with Tic Tac campaign, brokered by Drum and PHD, runs from May – September 2019 with on-air trails, a dedicated online hub and social. Activity will run alongside week-long promotional bursts during KISS’ biggest shows, with show integration highlighting Tic Tac in live messaging. On-site activations will feature at We Are FSTVL, Southbeats, Eastern Electrics, Ends Festival and Sundown.