Trident targets dieters with mint-chocolate gum

LONDON - Cadbury is preparing to launch a mint-chocolate variant of its Trident chewing-gum brand, aimed at chocolate-lovers who are watching their weight.

The mint-chocolate product, which will be one of four gel-filled variants added to the range, will be available by the end of next month. Lemon, mint and peppermint flavours are also planned, and the launch will be backed by a TV campaign that will communicate the products' rehydration properties.

The push is part of a new product development strategy by Cadbury intended to steal share from the chewing-gum market leader Wrigley.

At the end of last week Kellogg announced that it was launching a mint-chocolate variant of its Special K bar to attract consumers to the cereal bar category, which is dominated by fruit and nut products.

Trident Splash is currently being promoted with a TV campaign, created by JWT, that continues the brand's 'Mess with your head' theme. It shows a woman in an airport, whose mind takes her to a surreal imaginary world.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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