Positioning itself as 'The taste of sweet success', Trebor will launch a tongue-in-cheek campaign that claims to make consumers feel successful as well as confident.
The work, created by Fallon, breaks on Friday. It features a TV ad supported by sponsorship idents for Dragons' Den on Freeview channel Dave as well as press activity. The strapline 'Trebor. Sweet success' appears across all marketing activity.
The ads parody fashion advertising and feature a man walking past absurd scenes, including a person wearing a white suit and swimming goggles while standing in a fountain. The ad ends with the central character levitating toward the ceiling as the victor of the scene in a burst of petals (pictured).
The company's previous brand work used different straplines across its range, Trebor Gum, Softmints and Extra Strong Mints. Its most recent campaign featured the strap-line 'The mint people', promoting the launch of its chewing gum in April last year.
Trebor's Softmints was the eighth-biggest brand in the sugar confectionery category last year, with sales of £28.2m for the year to October 2010, according to Nielsen.