Trebor Mighties come in two flavors – mint and berry mint, and will be launching in UK retailers this month supported by a £1.2m ($1.6m) TV campaign as well as in-store activation and point-of-sales materials.
Units will also be sold in a flexible shelf-ready outer pack with hooks, allowing multiple sittings in store to drive maximum standout, according to Bulletproof.
“Having worked on the redesign of the Trebor brand last year, we wanted to create a bold and impactful design and name for this tiny mint format that would pack real visual punch on shelf. We explored a number of concepts that conveyed the power of the mint sensations while building on the Trebor equity of ‘Bold British Ambassadors of Mintyness’,” Bulletproof said.
"The final pack design features the iconic red Trebor star at the heart of the pack with shards of freshness echoing the mighty mint flavor inside. The result is a simple and striking design that’s boldly British in every way.”
Mondelēz appointed the agency to the design project following their work on the redesign of the Trebor brand in 2015, according to the design agency. It also recently redesigned Mondelēz's Stimorol gum brand after the Oreo owner said the packaging “was failing to stand out”.