KISS has teamed up with Tic Tac to create tailored commercial content across the summer giving KISS audiences unrivalled access to gigs and festivals throughout the season.
The partnership will place Tic Tac at the heart of the summer festival scene with KISS does Summer, using the brand’s influence and access to hard to reach youth audiences with onsite activity at festivals including We Are FSTVL, Southbeats and Eastern Electrics.
The KISS Does Summer sponsorship 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.
As part of this partnership, over 2M KISS Does Summer branded Tic Tac packets will be available to purchase with a call to action driving consumers to KISS’ dedicated online hub for a chance to win a suite of music prizes and a trip to Ibiza.
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, said: “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, added: “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.
For more information:
Cat Martin, Communications Director, Bauer Media
T: 020 7432 3317/07932 746 363
Sian Collins, Senior Commercial Communications Executive, Bauer Media
T: 07718 124 791
About Bauer Media UK:
Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, KISS, Grazia, Empire, Magic, Absolute Radio and the Hits Radio Network. These brands offer commercial partners access to highly engaged audiences, with creative solutions underpinned by insight and instinct. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately owned media businesses with media assets all over the globe.
Present in the UK since 1966, Ferrero is a leading family-owned global company. Ferrero is the third-largest player in the global sweet packaged foods market and its unique and iconic brands are well-loved throughout the UK. Ferrero’s brand portfolio includes: Nutella; 400g is the UK’s No.1 selling spread SKU ; Ferrero Rocher, the UK’s no.2 classic boxed chocolate brand ; tic tac, the no.5 pocket confectionery brand ; Kinder, the no.3 kids confectionery brand ; Kinder Bueno, a top 10 countline brand , and most recently Thorntons, Britain’s much-loved chocolate manufacturer and retailer. The success of each brand is based on quality products which are carefully crafted and supported with significant investment, to deliver great tastes for customers and strong profits for retailers.
Ferrero’s multi-million pound acquisition of Thorntons in 2015 is part of its continued investment in the competitive UK market. The transaction brought together two highly complementary businesses that share the same passion for innovative brand growth, underpinned by a proud heritage with drive and culture built upon family foundations. Ferrero is committed to building a strong and sustainable company that will continue to surprise and delight consumers with high quality confectionery products and experiences.
DRUM are Omnicom Media Group’s branded content agency that helps ambitious brands create and influence popular culture. We believe that the best work not only grows brands, but also enables brands to contribute something to the culture of our times. In a world of increasing ad-clutter, ad-blocking and goldfish-like attention spans, we believe in the power of culture to cut through. With headquarters in London and further offices in Copenhagen, Stockholm and Auckland, DRUM are packed a mixture of thinkers, creators and makers with diverse backgrounds that pool their collective experience to produce culturally effective content for brands big and small including McDonald’s, HP, Porsche, Jura Whisky, Barclays, notonthehighstreet.com and Anthony Nolan. DRUM is one of the most awarded and successful content agencies in the business, having been awarded Content Agency of the Year in 2018 & 2015. In the last two years we have won over 30 leading creative awards including amongst others the ‘full set’ of Gold, Silver and Bronze awards at Cannes Lions. The later ranked DRUM as the 5th most awarded UK agency in the Media and Entertainment Lions in 2017.
For more on Drum and its recent work: http://drum.co.uk