Turkey of the Week: Give me strength to watch Trebor's new ads

Turkey of the Week: Give me strength to watch Trebor's new ads

Trebor had it better in the 1990s.

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.

Brand Trebor
Client Rafael Espesani, senior brand manager, Refreshing & Relief Candy, UK and Ireland, Mondelez International
Agency Ogilvy UK

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