Own it - Be Proud of How You Sound

Trebor, the Mondelēz International-owned confectionery brand, has unveiled a new campaign “Own it - Be Proud of How You Sound”, which showcases the diverse accents of real people across the country.

Following the launch of Trebor’s new “Own It” brand platform last year, elvis has developed a new campaign to help further cement the brand’s purpose and reinvigorate mint sales. It aims to drive reappraisal of the iconic Trebor brand amongst consumers aged 30 to 45.

As part of the “Own It” platform, the new campaign seeks to empower its audience to embrace the truest version of themselves.

Inspired by the fact that two out of three people change their accent in order to fit in, with accent anxiety making people speak up less in work and social situations. Trebor, the mint brand that encourages people to own their insecurities, is launching “Own It - Be Proud of How You Sound”.

To ensure representation of a diverse range of accents, Trebor and elvis chose to get the whole country to audition for its latest campaign.

Earlier this year, a 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 get their voice on the radio.

The brand received over 2,000 entries, and to create the second phase of the campaign, 50 winners from all regions of the country were picked at random. These voices will now feature in 10 radio ads scheduled to run on the 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.

The entries have helped to create the first UK Map of Accents, proving that diverse accents are everywhere.

The campaign is amplified by a series of bespoke digital billboards in key cities, featuring a QR code linking to the Instagram map.