Under the partnership, a Tic Tac marquee will be set up at the festival, which takes place in Chelmsford and Staffordshire from 21-22 August. Tic Tac has appointed brand experience agency iD to oversee its involvement in the event.
The brand will use the sponsorship as part of a drive to increase awareness among its core market of 25- to 34-year-olds.
The marquee will offer festival-goers a place to chill out, but will also have a dance floor with DJs playing. The brand's strapline, 'Shake your Tic Tac', will be prominent,
The event, the brand's first live campaign in the UK, is seen as 'an opportunity to bring to life the creative', according to brand manager Roger Edmonds.
Further investment in V Festival and other music events will be considered by Tic Tac if the sponsorship is successful.
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