Trebor launches 'Breathtaking Experiences' campaign with Initials Marketing

At the heart of the campaign is an on-pack mechanic running across more than 33 million packs of Extra Strong Mints and Softmints offering the opportunity to win long and short haul trips to destinations include the Grand Canyon, Taj Mahal, London’s Shard and Pompeii among others.

To take part a unique code from each pack must be entered into a bespoke promotional home page designed and built especially for the campaign by Initials. Information about each of the Breathtaking Experiences can be found on the site, with some of the destinations available to explore via interactive 360 panoramas.

Of the campaign Max Adams from the Trebor Brand Team, said: “The Breathtaking Experiences campaign follows on from the success of Trebor’s ‘Baton of Sweet Success’...It was important for us that the call to action was direct and amplified the array of Breathtaking Experiences on offer, and Initials’ campaign does that.”

Additional eCRM, in-store, press and outdoor activity also developed by Initials will support the campaign.

Initials managing director, Richard Barrett, added: “What’s unique about the prize offering is the fact that winners get to choose which one of the shortlisted destinations they would like most like to experience, rather than simply being allocated a prize. The activity aims to form an emotional connection between the consumer and Trebor, and create an emotive reaction through the experiences available.”