Trebor is celebrating diverse accents from across the country in a geo-targeted social campaign designed to cement the brand’s purpose among consumers.
Developed in partnership with creative agency elvis, ‘Own it – Be Proud of How You Sound’ seeks to empower its audience to embrace the truest version of themselves.
The geo-targeted social campaign encouraged people from all regions of the country to record a Trebor ad in their own accent and send it as a voice note for a chance to star in the advert.
Showcased across radio, digital out-of-home (DOOH) and supported by a QR code leading to Instagram, the Mondelēz International-owned confectionery brand received over 2000 entries.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The 10 chosen voices will feature in the radio adverts, scheduled to run on Heart, Capital, Smooth Radio, Magic and Kiss networks, as well as on Spotify.
Each ad features a mix of different voices, with people truly “owning” their accents, to inspire the nation to be proud of the way they speak, not embarrassed by it.
With the media planning by Publicis Media, the campaign’s entries have helped to create the first UK Map of Accents, proving that diverse accents are everywhere.
Following in the wake of the ‘Own it’ brand platform last year the new campaign is aimed at the mint brand’s key consumer age – 30 to 45.
“We know that those who feel anxious about their accent tend to speak up less in social situations, and some even change the way they speak, just to fit in,” said Trebor brand manager, Nancy Moore.
“As part of our “Own It” brand platform, we want to remind people that their accents are part of their identity, and encourage them to own them, with pride! Our radio-led campaign is heroing people all around the country, giving them a real confidence boost.”
elvis creative director Alexandru Vasile added: “To further embed the ‘Own It’ positioning we developed with Trebor last year, we wanted to show just how beautifully diverse this nation is and get people of all backgrounds and demographics engaging with the brand.”
“We’ve created a campaign with real people at its heart, and a witty, youthful, punk-inspired feel, to capture our audience’s attention and get them to consider Trebor again.”
