Trebor Bassett has launched a mint chew confectionery brand called Trepido, but the company plans to keep marketing support to a minimum because of concern over budgets, say insiders.
Trebor Bassett is Cadbury Schweppes’ sugar confectionery arm and includes brands such as Maynard’s and Callard & Bowser.
Though Trebor’s marketing budget for this year is set at 12m, it is believed this will be drastically reduced if the company’s wide portfolio of products fails to show significant sales growth.
Earlier this year, Trebor said it would put half its marketing spend for the year behind its Maynard’s Wine Gums brand, leaving only 6m between more than 150 different products.
One source close to Trebor says the budget is being spent on low-cost media, such as bus sides as well as PR-driven stunts like the Bertie Bassett hot air balloon, because Trebor can no longer afford expensive TV campaigns.
Trebor marketing director Bruce Burnett denies this approach applies to Trepido, though he says he has no plans to advertise the product. “The product initially has very good distribution anyway. What we are doing is proving that we have the ability to expand the brand by the clever use of marketing.”
Trepido will be the only mint targeted specifically at children and young adults. The top-selling mint brand is Nestlé Rowntree’s Polo, which has sales of 30m and is backed by a 2m advertising spend through J Walter Thompson.