Ferrero calls Tic Tac advertising review

The confectionery company has been in contact with agencies to invite them to pitch for the business in a process handled through The Observatory.

Ferrero most recently worked with Rainey Kelly Campbell Roalfe/Y&R, a roster agency, on Tic Tac. The shop was awarded the account in 2010 without a pitch.

WCRS, the previous incumbent, resigned the business in 2010, citing "creative differences". It had moved the brand away from its "Shake your Tic Tacs" strapline and introduced a "Full of refreshing little lifts" positioning. 

Tic Tac was in the news in 2009 after a technical error meant that an ad for the brand interrupted coverage of an FA Cup fourth-round replay between Everton and Liverpool, just as Everton’s Dan Gosling scored the match-winning goal.

The brand subsequently released a tongue-in-cheek 20-second online film featuring men dressed up as orange and lime Tic Tacs re-enacting Gosling’s strike.

Tic Tac launched an online film in France in April called "worst breath on earth" by Ogilvy & Mather Paris, which went viral and clocked up more than 200,000 views on YouTube after its release.

RKCR/Y&R handles advertising for the main Ferrero brand, while Krow works on the Kinder Bueno business.

This article was first published on campaignlive.co.uk