Parsippany, NJ — Ferrero U.S.A., Inc.’s Tic Tac brand has signed on to be an inaugural partner in a new event series from Spotify Technology S.A. dubbed “Hear For It,” the online music platform’s first live branded events.
The program will leverage Spotify’s steaming data to target users that exemplify the “fun and refreshing Tic Tac brand personality,” the candymaker reports, noting this will help develop meaningful relationships with key audience members through on-platform messaging.
“We’re always looking for fresh ways to connect with our audience and bring to life our iconic mint and unmistakable sound,” says Felipe Riera Michelotti, vice-president of marketing, Tic Tac North America. “This collaboration with Spotify gives us an opportunity to shake things up and rethink the concert experience in a way that only the Tic Tac brand could.”
In addition to online outreach, Hear For It will feature back-to-back live events at a historical L.A. music venue, Ferrero reports. The first night, titled “Vol 1. Sounds Refreshing,” will have a performance by Ella Vos, while the second night’s “Vol 2. Sounds Delicious” will be headlined by rock band Surfaces.
“In this age of device overload, marketers are faced with both a challenge and an opportunity,” says Danielle Lee, vice-president and global head of partner solutions for Spotify. “In order to truly connect with customers, it is crucial for brands to come to life beyond the digital world by creating real-life experiences that are both interactive and culturally relevant. With Hear For It, we’ve found a unique way to accomplish both. We are thrilled to launch the series with Tic Tac mints as our inaugural partner.”