Trebor is aiming the new brand at the 16- to 24-year-old market, which will fit with the programme's target 16- to 34-year-old audience.
The show is the latest creation from Chris Evans and involves 100 men and 100 women battling it out for a prize of £100,000. Its style has been likened to his former weekend show 'Don't Forget Your Toothbrush'.
The Trebor 24-7 range of sweets come in three flavours, Mighty Mint, Lemon Lift and Airsurge, and the gum comes in two varieties, Power Bright Gum and Mint Power Gum.
Charles Leslie, Trebor 24-7 brand manager, said: "Trebor 24-7 and 'Boys & Girls' are the perfect match -- two new youth brands set to excite the nation and reinvigorate our pulling power. The opportunity to get such a great fit between brand and broadcast is rare and should guarantee success."
The broadcast sponsorship will be backed up by online promotion, which has been developed by Channel 4 Interactive. It will include web diaries featuring news updates and other applications true to the format of the show.
The deal was brokered by Katie Long at Carat and Sharon Moore at Channel 4.
Long said: "It's a unique opportunity to bring together a high-profile exciting new show and important new product launch."
Creative executions for the sponsorship, which uses the strapline "for when you really want to click", referring to the clickable dispensers the mints come in, were produced in-house at Channel 4 ad agency 4Creative.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
