Trebor launches first TV ad in a decade

Trebor's new TV ad, its first in more than a decade, explains why choosing between the brand's soft and extra strong mints is a matter of family honour.

The spot was created by Wieden & Kennedy London and will debut on TV tonight (20 April).

It opens on a teenage boy approaching his father’s study to tell him that, although they have always been an "Extra Strong Mint" family, he prefers soft mints.

The boy’s dad – who has an Extra Strong Mint for a head  does not take the news well and crushes his glass of whisky with his hand before letting out an anguished cry.

The work was created by Max Batten and Ben Shaffery, and directed by Taika Waititi, who was behind the camera on films such as What We Do in the Shadows and Eagle vs Shark.

"Choose Your Trebor" is the brand’s first TV ad in more than 10 years. The campaign is also Wieden & Kennedy London's first for the brand since winning the business in September 2014.

Elena Mallo, Trebor’s senior brand manager, said: "We’re really pleased to be back on TV, supporting this fantastic brand with such a bold campaign. It will encourage shoppers to pick up a pack of Trebor by highlighting its great taste and heritage.

"Trebor is by far the market leader in mints and from this campaign we are looking to bring the brand to the forefront of consumers’ minds."

Kim Papworth, creative director at Wieden & Kennedy, commented: "We loved the challenge from Trebor to celebrate Extra Strong Mints as well as Softmints in the same campaign.

"Trebor have a history of making memorable minty work. We hope not to disappoint."

Trebor, which is owned by Mondelez, first went on sale in 1935 and the brand’s early advertising used the famous "Trebor mints are a minty bit stronger" jingle.