UK confectionery and soft drinks giant Cadbury Schweppes will this weekend launch the Australian arm of its new chewing gum campaign with some well-placed TV advertising.

The Australian campaign is costing A$7m (US$3.8m). Male and female versions of a 30-second TV advertisement are to air during Big Brother. The ads imply that the ‘extreme freshness’ of its new gum, Trebor 24-7, can help romance blossom.

Cadbury is launching Trevor 24-7 gum and mints in Australia prior to a global rollout as it attempts to challenge world leader Wrigley, which enjoys a more than 90% share of the A$170m chewing gum market.

Last year, that market expanded by 20%, partly thanks to NPD on the part of Wrigley, which launched the Airwaves and Eclipse brands and new varieties of Wrigley’s Extra. Ambitious Cadbury said it believes Trebor 24-7 will boost the mint and chewing gum market by 25% over the next year, reported the Australian.