Client: Trebor (Cadbury)
Cadbury is launching its new Trebor Extra Strong Gum with a £3.5m campaign involving TV, online and outdoor advertising, as well as direct mailouts to customers and a dedicated website based around ‘The Mint People’.
The TV advert was created by advertising agency Fallon, the team behind the Cadbury Dairy Milk Gorilla ad, and takes the form of a docu-soap.
The ad centres on a press conference, where Barry, the MD of ‘The Mint People’ - a passionate team of mint obsessed executives behind the Trebor brand - is announcing the launch of new packaging for Extra Strong Mints.
Mid-speech the eager to please new recruit Clinton, who has been told to come up with a big idea, suddenly declares that Trebor is now launching a gum to the delight of the press and shock and surprise of his colleagues.
The inspiration for the TV, press and poster campaign which carries the strapline, ‘Sorry it took so long’ and ‘Yes its true, we now make gum’, came from consumer insights which revealed many consumers thought Trebor should have launched a gum already.
The dedicated website for the new Trebor Extra Strong Gum, has been created at themintpeople.co.uk
The launch of the advertising campaign follows the announcement in July that Trebor is extending its offering into the gum category with the introduction of Trebor Extra Strong Gum.
In addition to the launch, Trebor has also re-designed the mint range, Trebor Extra Strong Mints and Trebor Softmints with a strong, bold, contemporary new design.