Shotgum will be distinctive in the confectionery market as it is the first time the menthol flavour has been used outside of traditional medicated confectionery.
Adams, which was bought by Cadbury in December, is effectively positioning its Shotgum brand purely as a mainstream, rather than a medicated, sweet.
Marketing for the rest of the Halls range, which is Adams' number one brand, has always focused on the functional or physical benefits inherent in the products, such as clearing airways or freshening breath.
Shotgum describes the menthol flavour 'shot' as an 'intense, mentally stimulating experience in its own right'.
It will launch in two variants - Menthol Chill and Menthol Heat.
The product was created and developed in conjunction with agency Wonderworks, which developed the core positioning and brand idea, name, identity and packaging.
The wrappers are predominantly black, with blue or red 'vapour burst' graphics.
Shotgum will be priced at 49p for a 12-piece pack and will be supported by an advertising campaign created by J Walter Thompson.
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