The story of Minion Tic Tacs: How a social media craze drove Ferrero's NPD
David TiltmanWarc
In a marketing industry that prizes 'agility', it might seem embarrassing to admit that a follow-up campaign to a social media craze took two years to implement.
But for Ferrero, the delay was worthwhile. After taking its time to respond, it is now on course for a bumper sales year.
The craze in question was the Minions, characters that originally featured in the 2010 animated movie Despicable Me – and now the focus of a tie-up between Ferrero and the movie studio Universal....