Cadbury adds duo to Trident

27 June, 2008

Cadbury is hoping to bring innovation to the chewing gum category with the launch of two flavoured ranges for its Trident brand.

Trident Sweet Kicks comes in a Chocolate Mint flavour, which Cadbury says is the first of its type in the market. The second launch - Trident Fresh Mouth Watering Gum - will be available in Oooh Peppermint, Aahh Spearmint and Coool Lemon flavours.

Hitting retailers' shelves in mid-July, both ranges will be supported by a £10 million marketing campaign that runs with the tagline 'Mess With Your Head' and includes TV and digital ads, sampling and PR activity. New off-shelf display units that merchandise Trident Fresh and Trident Sweet Kicks together will also be rolled out to the trade.

Trade communications manager Kate Harding said: "Consumers view Trident as the innovators in the gum market and we know that providing them with exciting and relevant new flavours drives purchase and category growth.

"Trident Sweet Kicks brings a unique flavour proposition to the gum category in the UK and we expect the product to drive incremental growth for the category through its success."

Both ranges will be available in

nine-piece blister packs with an rrp

of 50p, and Trident Fresh Oooh Peppermint and

Aahh Spearmint will also come in three-pack multi-packs (rrp £1.35).

In brief


new TV ads for its Robinsons brand will show characters designed to be representations of a child's taste buds. An on-pack promotion will

offer a prize of a family ticket to Wimbledon as well as overnight accommodation and a meal at a London restaurant.

James Pearson has been appointed commercial director at Danone Waters. Pearson, who joined Danone in

2003, following five years at Coca Cola Enterprises, will be responsible for leading the UK and Ireland sales and business development teams.

Confectionery wholesaler Hancocks Cash and Carry is launching a

range of sweets from Oatfield. These include Cherry Drops, Mint Humbugs, Chocolate Limes, Fruit Drops and Liquorice Bon Bons.

Vimto Soft Drinks is sponsoring the Horrible Histories Frightful First World War exhibition at Imperial War Museum North, Manchester. Running until Jan 4 2009, the exhibition marks the 90th anniversary of the end of the First World War.


Mars Planets has teamed up with social networking site MySpace to find a new generation of music presenters. Over the next six months, MySpace Mars Planets Radio will be hosted every week by DJ and TV presenter Alex Zane, plus a co -presenter chosen from MySpace

from wannabes who uploaded video reports on a subject of their choice on to the MySpace site.

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