Confectionary giant Cadbury has announced plans to include consumer list mailings in a £3.5 million marketing strategy to launch a new chewing gum.

The new campaign for Trebor Extra Strong Gum will include television, online and outdoor advertising as well as direct mail, alongside a dedicated website centred on the Mint People characters.

Created by advertising agency Fallon, print and broadcast adverts will include the strapline “Sorry it took so long” and “Yes it’s true, we now make gum”.

The text is said to be in response to consumer panels, many of whom were said to believe Trebor should have already produced a gum.

The launch will be run in combination with a redesign of the existing Trebor range of mints.

News of the announcement follows reports suggesting the recession is encouraging a demand for sweets and chocolates.

Cadbury recently declared it had seen a rise in UK sales of 12 per cent in the first half of this year, reports the BBC

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