Tic Tac for Big Bros.

The importer of Tic Tac has launched a six-week campaign to stimulate the mini-mint market and raise funds for Big Brothers and Sisters of Canada.Ferrero Canada will donate 1.5 cents to the charity from every package of Tic Tac sold during...

The importer of Tic Tac has launched a six-week campaign to stimulate the mini-mint market and raise funds for Big Brothers and Sisters of Canada.

Ferrero Canada will donate 1.5 cents to the charity from every package of Tic Tac sold during September and October.

The campaign kicked off Sept. 14.

Allan Cosman, president and chief executive officer of Ferrero Canada, says Tic Tac’s partnership with Big Brothers and Sisters provides the strategic fit the company is looking for.

Cosman says the campaign will encourage consumers to think positively about the brand, and also increase the visibility of the charity.

Toronto agency Lowe SMS created Tic Tac’s outdoor ad campaign.

Themed ‘How to make a mint for Big Brothers and Sisters,’ the campaign includes posters of giant-sized Tic Tac packages in more than 500 bus shelters in Toronto, Montreal, Vancouver, Halifax, and elsewhere.

Fifteen of the shelters will have interactive, three-dimensional Tic Tac packages with built-in slots for on-the-spot donations.