Trebor Extra Strong Gum will be backed by a £2.5m marketing spend. An outdoor campaign, created by Fallon, will use the strapline 'Sorry it's taken so long. Trebor Extra Strong, now in gum'.
The product, which will be rolled out from next month, represents a U-turn on Cadbury's strategy of developing gum lines under its Trident brand.
Cadbury, which made its debut in the chewing-gum sector in 2007 with the launch of Trident, said at the time it was aiming for a 20% share of the UK market.
According to insiders, having peaked at about 12%, the brand now has 6%-7% of the chewing-gum market.
Last year, Cadbury shifted responsibility for all brands handled by Publicis into the Saatchi & Saatchi Fallon group.
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