Mints Category

Ferrero extends hugely successful partnership with The X Factor
to include tic tac and Kinder Bueno

Ferrero today announces an extension to its partnership with The X Factor, one of the UK's most popular entertainment programmes. Following the success of tic tac's The X Factor on-pack promotion last year, which grew sales by +14%¹, Ferrero has extended the partnership to include its Countline brand Kinder Bueno. Each of these top-selling Ferrero brands will feature an on-pack promotion, giving consumers the chance to win tickets to the live shows each week throughout the series, as well as tickets to The X Factor Live Tour 2012.

Jason Sutherland, Ferrero UK Sales Director, comments: "The X Factor was a great partner for tic tac last year, growing sales by +14%¹ during the time of the campaign. The popular sugar confectionery brand also became the no.1 value contributor in pocket confectionery growing by a massive £4 million value sales². We're delighted to be working with The X Factor again this year and also pleased to introduce Kinder Bueno, a top ten countline brand³, to the partnership."

Jana Gray, VP Sponsorship UK of FME, said: "We are delighted to be continuing our partnership with Ferrero on The X Factor. Last year's tic tac partnership was a great success and this year we look forward to the relationship producing equally impressive results."

The X Factor on-pack promotions launch from the 1st August and will run throughout The X Factor 2011 series. The promotion will run across Kinder Bueno and Kinder Bueno White, singles and four packs, and all four tic tac flavours – Freshmint, Lime & Orange, Spearmint and Cherry Passion – in 18g single packs and 'The 100' packs (49g).

Both brands will support The X Factor partnership with outdoor campaigns and strong digital presence.

To maximise exposure in store and support the promotion, Kinder Bueno and tic tac are introducing a range of special merchandising units carrying the famous The X Factor logo.

"For retailers to capitalise on the promotion, we recommend they stock Kinder Bueno Classic alongside Kinder Bueno White, and all four tic tac flavours in high footfall locations," continues Sutherland. "Retailers should not only ensure they stock these popular products on the main fixture, but also take advantage of secondary displays. Countlines and sugar confectionery tends to be purchased on impulse, and this is particularly true for brands which are being supported with on-pack promotions and advertising. Secondary displays provide a reminder to your customers of a brand they are familiar with and, when featuring such a recognisable property, will drive increased purchase."

The X Factor is one of the most-watched entertainment programmes in the UK. Airing on ITV, the UK's largest commercial broadcaster, The X Factor was created by Simon Cowell and is owned and produced by Syco TV (a joint venture between Simon Cowell and Sony Music Entertainment) and talkbackTHAMES (a FremantleMedia company). The official X Factor website, www.itv.com/xfactor, is produced by talkbackTHAMES digital with ITV and is the online home for The X Factor 2011.

[1] ACNielsen, Pocket Confectionery, Total Coverage, Value Sales, Sept – Dec 09 vs Sept – Dec 2010
[2] AC Nielsen, Pocket Confectionery, Total Coverage, MAT 2009 vs MAT 2010
[3] AC Nielsen, Total Coverage, Single Countline Brands, MAT to 11.06.11
The X Factor® FreMantle Media Ltd & Simco Ltd.