Jan 24, 2008 6:04 AM, PROMO Xtra, By Amy Johannes

Tic Tac hit the road in Miami with a sampling blitz and contest to get people shake dancing to win $10,000.

Tic Tac is shaking things up with a sampling campaign and contest to promote its new mint flavors.

Brand ambassadors are hitting the road on an 11-city tour handing out full-size samples of Tic Tac’s Cherry Passion, Citrus Trist and Bold Apple Sour.

“We wanted to get out there and interact with consumers to get them to try the product,” Mike Skalski, associate brand manager for Tic Tac, said.

Nearly 500,000 samples will be handed out during the eight-week campaign. Tour stops include Miami, Los Angeles, Fort Lauderdale, FL, Washington, D.C., Orlando, FL, Tampa, FL, Phoenix, Baltimore, Tucson, Chicago and New York City.

Street teams will target high traffic areas, particularly consumers ages 18 to 24 around college areas, Jordan Valentino, senior director of brand development for Mr. Youth, the agency handling the campaign for Tic Tac.

Tic Tac is also looking for some braves souls to show their stuff and perform a “shake” dance for a chance to win $10,000 as part the “Remake the Shake” contest.

Street teams will be armed with video cameras recording the best shake dances to the sounds of Tic Tac mints rattling in its plastic container. Online, visitors can upload videos of their own dance moves to http://www.RemakeTheShake.com through March 17.

“When you shake that box a lot of people will say, ‘It’s Tic Tac,’” Skalski said.

People can vote for their favorite on the site starting March 18 through April 18 to help
decide the winner. Videos will also be judged by a panel based on dance moves, creativity and appropriateness to the contest theme.

Online marketing supports the contest.

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