Tic Tac makes a mint. (Ferrero S.p.A.'s Tic Tac, candy) (Eurobrands)

Tic Tac tops the Eurobrands survey of sugar confectionery yet again - possibly because it is more authentically "European" than any of its rivals. No other brand advertises in as many different countries and its total spend of just under $7 m for the first six months of last year gives it a seemingly impregnable 8% share of voice.

But the Ferrero brand is not a big advertiser over here - it just scrapes onto the latest Media Register with a spend of 77,000 pounds in the 12 months to November. By contrast its great pan-European rival Polo spent 20 times that figure. However, Ferrero's heavy support for Tic Tac in its home market of Italy bumps up its total share of …