Cadbury selects RPM for Trident UK launch

by Ed Kemp, Marketing 23-Nov-06, 07:00

LONDON - Cadbury has appointed sales promotion and experiential agency RPM to handle the below-the-line elements of next year's UK launch of its Trident chewing-gum brand.

The confectionery company has yet to confirm the date of the brand's debut, but it is believed that it will be in the first half of 2007.

The launch will be supported by a heavyweight promotional drive taking in a series of experiential, sampling and in-store activities.

Cadbury has already hired non-roster creative agency JWT to handle advertising for the launch (Marketing, 15 November).

As the world's second-biggest chewing-gum brand, Trident has a 30% share in the US, its biggest market, where it comes in seven variants: bubble gum, cinnamon, freshmint, spearmint, cherry, original and a kids' version.

In the UK, it will come up against a clear market leader in Wrigley, which dominates the category with a share of 98%. Wrigley's chewing-gum brands include Orbit, Hubba Bubba, Juicy Fruit, Double-mint and Extra.

Chewing gum is the fastest-growing confectionery category globally. It is worth more than £400m in the UK alone and £10bn worldwide, according to Cadbury.

Trident, which launched its first sugar-free gum in 1964, experienced a global sales uplift of more than 20% last year to $850m (£450m). It is currently sold in 24 countries.

Cadbury acquired the brand alongside Dentyne gum and Halls cough drops in its purchase of US confectioner Adams in 2002. The deal was worth a reported £2.62bn.

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