Brands

Tic Tac and Spotify team up for minty-fresh concerts series


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We have several favourite sentences from the announcement of Spotify’s latest brand partnership, with Tic Tac.

“The unique event series employs Spotify’s streaming intelligence to target consumers who exemplify the fun and refreshing Tic Tac brand personality,” is one of them.

“The interactive concert will intertwine music with the spirit of the Tic Tac brand to give fans a multi-sensory experience that allows them to engage with Tic Tac and Spotify in new ways,” is another.

“Tic Tac mints hopes that these activations will continue to connect with consumers in fun and immersive ways that prompt them to rethink the brand’s place in the mint category,” also.

But snark aside, this is an example of how Spotify is working with consumer brands. Tic Tac is branding a pair of concerts in Los Angeles in the first week of December, with headliners Ella Vos and Surfaces, and there are a pair of tie-in playlists – Minty: Vol 1 – Sounds Refreshing, and Fruity: Vol 2 – Sounds Delicious.

Your move, Polo, Smint and Trebor…

Stuart Dredge

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