The campaign, called ‘Shake some noise', launches today (13 April) and encourages consumers to find imaginative ways of using limited edition Tic Tac packs to record their own rendition of a favourite footballing jingle, an infamous goal celebration, or a self-composed anthem. It will be supported by print, broadcast and online PR activity.
Supporters are prompted to upload their footage to a new Tic Tac website www.shakesomenoise.co.uk. The entries will then be judged by the England Supporters Band from South Africa.
Visitors can also vote for their favourite video via the website. The winner will then be given the opportunity to record a track with the England Supporters Band and win a platinum disc.
The website, created by WCRS, is also being promoted through a viral video hosted on YouTube.
The limited edition football-themed Tic Tac packs are available from selected Asda and Co-operative stores from this week, as well as a number of high street retailers. They will also be available in six other countries, including Brazil, Australia and Holland.
Mauro De Felip, Ferrero UK marketing director, said: "This is a brand new initiative for Tic Tac in the UK and we are excited to see how the campaign develops in the coming weeks. It is an important time of year for England's football supporters and we are delighted to be a part of the celebration, working with the England Supporters Band to capture the memories."