Tic Tac has ended its two-year sponsorship of The X Factor and signed up with the 2012 MTV Europe Music Awards.

The new deal includes online and mobile activity, and a promo across Tic Tac’s Strawberry Fields, Fresh Mint, Lime & Orange, Cherry Passion and Spearmint variants from next month.

The MTV link-up would resonate better with Tic Tac’s core younger consumers, said customer development director Levi Boorer.