Ferrero Travel Market has collaborated with Dufry at Milan Malpensa Airport to celebrate Tic Tac’s 50th anniversary.
The activation, which ran throughout October, featured a large birthday cake, complete with 50 candles. Passengers were invited to blow out the candles before a timer ran down to win a Tic Tac gift.
Ferrero Travel Market General Manager Sergio Salvagno said: “The Milan Malpensa activation was part of the 2019 global initiative to celebrate the 50th birthday of the Tic Tac brand. There was a real party atmosphere. Travellers crowded around the Tic Tac cake and challenged each other to blow out the candles, which created quite a buzz in the shopping area.
“A 50th anniversary is something that very few brands in sugar confectionery can claim. With this activation, we wanted to celebrate this important milestone for a unique brand and also reward customers for their loyalty with a nice gift.”
Tic Tac’s ‘Lilliput’ jar also featured in the Milan Malpensa promotion. According to Ferrero, the large pack will be restyled in 2020 to look more like the brand’s T33 pack and to reduce plastic usage by -20% in line with Ferrero’s commitment to sustainability.
“Consumers are our key stakeholders and our passion to satisfy them is at the heart of our daily activities. For this reason, we decided to evolve our long-standing bestseller, removing excess plastic material. We are very happy with the results and confident that travellers will appreciate our efforts,” Salvagno concluded.