12 Feb 2008


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New TV campaign for Trident chewing gum

Cadbury Trebor Bassett

Trident

advertising campaigns

Source : Cadbury Trebor Bassett
Cadbury Trebor Bassett's (CTB) Trident broke through boundaries in the gum category during 2007, by securing a 10% share in a market that had long been dominated by functional use.

Trident advert

If 2007 was the year of the revolution for Trident - instantly recognisable for its ‘Mastication for the Nation’ ad campaign - 2008 is the time to build and bring to the fore the powerful brand behind the revolution.

Launching on 11th February, the exciting and surreal TV ad for Trident Soft brings to life Trident’s new campaign idea – Mess With Your Head.

The Mess With Your Head campaign idea dramatises one of the core reasons UK consumers chew gum – distraction - using gum to escape the mundane realities of everyday life.

The advertisement opens with the main character bored as he waits for his photocopying. He then starts chewing a piece of Trident Soft gum and we are transported into the pleasurable and chaotic experience taking place in his head.

A succession of scenes and settings begins and each experience changes into another more fantastic and intense representation of the product experience: softness. It closes with a shot of the Trident Soft Spearmint pack and the new ‘Mess with your Head’ tagline.

The move from The Revolution to Mess With Your Head is a natural step forward for Trident, once again ready to pump more growth into the gum category for the second year! The advertisement has tested extremely well in research showing very high appeal and engagement with consumers and relevance to the category.

Launched just a couple of weeks prior to the new campaign, Trident Soft Strawberry Smoothie and Trident Soft Spearmint are bursting with a long-lasting flavour that releases slowly as you chew.

Consumers who enjoyed the distinctively soft and flavoursome Trident Soft Tropical Twist and Trident Soft Peppermint from the range were given a taste-tantalizing treat with the new additions to the range. The Trident Soft range comes in a handy re-sealable, flip-open envelope pack for easy access and convenient storage. Each piece is then individually wrapped for maximum freshness and easy disposal.

Kate Harding, Trade Communications Manager, at CTB comments: “The Trident brand is evolving, not only through introducing new flavours, but also by supporting this innovation with a new exciting and creative advertising campaign representative of the brand that has bolstered the market and secured a significant share just over a year. With a creative that will stay in the minds of consumers and create that all important ‘chatter factor’ Trident is stirring up the category yet again.”

The new Trident Soft ad will be screened across terrestrial and digital channels from Monday 11th February 2008.

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