Category: Food and Non-Alcholic Drinks
Advertiser: FERRERO DO BRASIL
Product/Service: TIC TAC CANELA/CINNAMON
Agency: B\FERRAZ FULL PROMOTION
Creative Director: Tatiana Palladino (BFerraz)
Creative Director: Christian Sampaio (BFerraz)
: Ana Ferraz (BFerraz)
: Fernanda Tchernobilsky (BFerraz)
: Daniela Ribeiro (BFerraz)
Art Director: Rodrigo Paranhos (BFerraz)
Redactor: Eduardo Viola (BFerraz)
Client: Joana Oliveira (Ferrero Do Brasil)
Media placement: Exhibition - Shopping Center Eldorado - 01/03/2011
Describe the objective of the promotion.
Tic Tac is one of the main candies in Brazil. Besides being tasty, Tic Tac also offers a distraction. Under a ‘playful’ concept, the brand has been developing a bold and fun promotional platform.
In 2010 the brand was going to launch its Cinnamon flavour. Surveys showed that consumers who liked cinnamon were mad about the flavour. So we needed to create an action for the launch of the new product that could convey all this passion. An action that could stimulate sales and generate visibility for the brand, helping to deliver its ‘playful’ concept.
Describe how the promotion developed from concept to implementation.
We created a brand experience tailored for passionate consumers to convey the target’s behaviour towards the flavour. ‘Crazy about Cinnamon’ became the name of the product and a surprising promotion. We built an unbelievable domino chain with 7,500 boxes of Tic Tac Cinnamon.
The construction took 5 weeks, occupied 40 square meters and entailed a multidisciplinary team of artists, physicists and set makers. To participate, consumers registered the promotional code in the boxes of Tic Tac on the site and made a guess about how long it would take for the domino chain to fall. The correct guess would win US$50,000.
Explain why the method of promotion was most relevant to the product or service.
More than just a promotion, Crazy about Cinnamon was a real case of brand experience. The perfect translation of Tic Tac’s playful essence, and a great invitation to interaction.
The domino chain itself, full of curves, obstacles and falls, conveyed the extreme sensation offered by the cinnamon flavour.
The action contributed to a good perception of the brand image. The brand gained relevance for its consumers according to brand equity and the brand image values of ‘fun’, ‘modern’, ‘authentic’, and ‘innovative’ presented considerable growth.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The action produced the biggest buzz result in the history of Tic Tac. In total, there were approximately 13m impacts, considering materials, mentions and tweets. There were manifestations on the web. Videos of consumers assembling their own domino chains, event coverage, and forum discussing the fall leveraged the brand highlighting it in the pop universe. Cinnamon became the best-sold seasonal flavour in the history of the brand.
127,000 people took part in the promotion. Approximately 15m people visited the domino chain live. Tic Tac sales increased 17%.The domino chain was recommended as an ‘entertainment tip’ in the FolhadeSPaulo newspaper’s guide, the main newspaper in the city.