Trebor 24-7, the mint and chewing gum range from Cadbury Trebor Bassett, will sponsor Chris Evans’ new live entertainment show Boys & Girls as part of its launch campaign, in a deal worth &£1.4m.
Boys & Girls will be broadcast on Channel 4 and E4, and Trebor 24-7’s 13-week broadcast and online sponsorship of the show will kick off a series of marketing initiatives for its launch, including outdoor and TV advertising and below-the-line activity.
Aimed at 16to 24-year-olds, Trebor 24-7 marks Cadbury Trebor Bassett’s debut in the UK chewing gum market (MW November 28, 2002).
The show, to be presented by Vernon Kay, features 100 boys and 100 girls competing for &£100,000. They will be judged on their looks and get voted off after performing party ticks, revealing details of their salary and explaining why they deserve the prize money.
The deal was negotiated by Carat Sponsorship. Trebor 24-7’s sponsorship uses the interaction between boys and girls in its strapline: “For when you really want to click”. Creative executions for the sponsorship are being produced by Channel 4’s advertising agency, 4Creative.
Trebor 24-7 brand manager Charles Leslie says: “The opportunity to get such a great fit between brand and TV show is rare and should guarantee success.”
The Trebor 24-7 range includes three mints and two gums, each packaged in a plastic lozenge-shaped box. The sugar-free products will be marketed on their breath freshening and teeth-whitening benefits.