Tic Tac Hands Over Creative Duties to The Martin Agency

By Erik Oster 

In news that somehow managed to slip through the cracks, Ferrero U.S.A handed over creative duties on Tic Tac to The Martin Agency following a six month review.

Back in July we reported that the review was down to three finalists, with incumbent agency Merkley + Partners defending against two unidentified agencies. Merkley + Partners had handled creative duties for Tic Tac since 2004. Martin Stoewahse, vice president of marketing for Ferrero, told the Richmond Times-Dispatch that the company chose to hand the account over to The Martin Agency “because they showed us an exciting brand platform that will help reinvigorate our brand … a fully integrated campaign that will make consumers take a fresh look at our iconic brand.”

According to The Martin Agency CEO Matt Williams, the agency aims to ““take a brand that everyone knows and loves and inject it with new energy.”

The agency expects to debut its first work for the brand in the first quarter of 2015, at which time we’ll find out if it will bear any resemblance to that of UK’s Aesop Agency (featured above).