Todd Midura, category manager, Tic Tac mints Ferrero USA, told FoodProductionDaily it is constantly looking for ways to appeal to Millennials, its primary target audience, a term used by demographers to describe a segment of the population born between approximately 1980 and 2000 (otherwise known as Generation Y).
Heinz tomato soup
Coca-Cola capitalized on this trend with its ‘Share a Coke’ campaign last year, swapping its logo on its bottles with 250 of the most popular names in Great Britain and Heinz soup launched a Facebook initiative two years’ ago allowing users to personalise ‘Get Well’ tins of tomato and chicken soup, to send to an ill friend or family member.
“We’ve experimented with packaging in the past, including markerless Augmented Reality (AR), which allowed customers to scan a Tic Tac product or advertisement with a mobile application for access to games and daily tips without a QR code present,” said Midura.
“This, along with TicTacMyPack.com, has allowed us to continue shaking things up for our fans and we look forward to exploring other ways to do so in spirit of our Shake It Up Campaign.
“While this campaign won’t have an immediate impact on our packaging or product offerings, we think our consumers will appreciate the ability to interact with the product in a new way.”
The microsite, TicTacMyPack.com will promote 13 flavors including Freshmint and Orange then customers will select a label with their name on it to reflect their personal taste. Once completed, fans can share their virtual pack with friends and family via social media, including Facebook and Twitter.