Trident gum appoints Saatchi and Saatchi to global ad account

Kraft Foods has appointed Saatchi & Saatchi to its global advertising account for its Trident chewing gum brand.

Trident: 2009 Road Trip campaign by JWT
Trident: 2009 Road Trip campaign by JWT

The agency won the account following a competitive pitch against TBWA and Wieden + Kennedy.

Trident began a review of its global business in July, ending its relationship with JWT, which was not involved in the pitch.

The agency had worked with the brand for more than eight years.

JWT’s last major European ad campaign for the chewing gum brand was created in 2009 and featured a group of friends on a road trip.

JWT will, however, continue to work on the Halls brand globally and on European brands including Philadelphia, Jacobs, Kenco and Dairylea.

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