Trebor’s new campaign doesn’t live up to its wonderfully oddball advertising heritage.
The social spots play on the phrase "Give me strength" by depicting exasperating moments, such as a manspreader on the Tube and a badly parked car, that are disrupted by a giant tube of Trebor mints. But the execution feels amateurish and the strategy unfinished. The brand has gone for a safe laugh rather than a bold creative idea that could make it truly distinctive.
It’s hard to live up to the dad whose head morphs into a mint (seen in Trebor’s 2015 ad by Wieden & Kennedy) or the strange Mr Soft character from the 1990s – but what both of those ads had in common was an unabashed sense of fun and weirdness.
Client Rafael Espesani, senior brand manager, Refreshing & Relief Candy, UK and Ireland, Mondelez International
Agency Ogilvy UK