Cadbury Trebor Bassett has ditched its Mastication for the Nation campaign for its Trident chewing gum brand in favour of a new £10m Mess With Your Head concept.

The push, including TV ads airing this week, plays on the idea that UK consumers chew gum "to escape the mundane realities of everyday life".

The TV ads feature a man getting bored while waiting for the photocopier. As he starts chewing a piece of Trident, surreal scenes fill his head. It closes with a shot of Trident Soft Spearmint with the strapline: 'Mess with your Head'.

The change was a natural step for Trident as it "geared up to pump growth into the category", said Kate Harding, trade communications manager. Since launch, Trident has clocked up sales of £23.7m, according to Nielsen [52w/e 6 October 2007].