Vallance Carruthers Coleman Priest (VCCP) has been handed the &£5m advertising business for Cadbury Trebor Bassett’s mint brands after beating off competition from incumbent roster agency Euro RSCG Wnek Gosper Partners.
The account will initially cover Trebor’s flagship brands Extra Strong Mints and Softmints. It is likely that this will extend to other products, such as Trebor 24/7, now that VCCP has secured a position on the roster. Cadbury Trebor Bassett’s advertising is split between Publicis and Euro RSCG.
The decision to review its advertising is part of a move to revitalise the mint brands. The mint and gum market is becoming increasingly competitive. Wrigley launched Extra Mints this summer.
Trebor launched a range of new mint and gum products under the Trebor 24/7 brand earlier this year (MW November 28, 2002). However, it is understood that so far the range has struggled with a poor distribution (MW July 10).
Cadbury is also expected to develop new ranges of mint and gum products under the Adams name. It acquired the medicated confectionery company, which owns brands such as Halls Soothers, from Pfizer last year (MW December 19, 2002).