Kraft Foods reviews Trident global account
By Sara Kimberley, campaignlive.co.uk, Tuesday, 26 July 2011 10:05AM
Kraft Foods is reviewing the global account for its Trident chewing gum brand, putting an end to JWT's long-standing tenure of the business.
JWT will not be included in the pitch. The agency will, however, continue to work on Halls globally and on European brands including Philadelphia, Jacobs, Kenco and Dairylea.
A statement by Kraft said its growth strategy called "for innovation across the board, including marketing".
The statement went on to say, "We are continuously looking for breakthrough ideas that motivate consumers to action and help drive sales on our brands".
JWT courted controversy in 2007 when its "mastication for the nation" TV campaign for Trident was banned by the ASA after more than 500 complaints, some of which accused it of racism.
The agency's last major European ad campaign for Trident chewing gum was created in 2009. The ad featured a group of friends on a road trip.
The agency has handled the brand for more than eight years.
This article was first published on campaignlive.co.uk
- Digital Account Executive Blue Skies Marketing Recruitment £20000 - £24000 per annum, Manchester
- Senior Brand Consultant Rare Selection £60 - £68K + benefits, London (Central), London (Greater)
- Senior Account Manager | Digital Nu Creative Talent £32k-41k + bonus + relocation , London
- Product Manager Better Placed Recruitment £45000 - £65000 per annum + bonus and benefits, City of London
- Social Media Manager - Fashion Blue Skies Marketing Recruitment £35000 - £40000 per annum, London
- Will.i.am clashes with Martin Sorrell over online ads in Cannes
- Black horse returns in new Lloyds Bank campaign
- Martin Sorrell on the mega-media reviews: 'We can't remember anything like this'
- Aston Martin appoints WPP to global marketing account
- Geometry Dubai hands over Cannes Grand Prix amid controversy
- Ogilvy & Mather's radio work for Dove 'reduces Cannes jury to tears'