ASA slams Cadbury and JWT Trident ads

by John Tylee, Campaign 30-Mar-07

Promotion of Trident chewing gum may be switched to outdoor after its TV launch campaign that provoked claims of racism was culled by the Advertising Standards Authority.

But Cadbury Trebor Bassett, the brand's owner, said it had not ruled out
returning to TV with a different campaign.

A total of 519 complaints were made to the ASA about the ads, which
featured both black and white people with strong Caribbean accents

speaking in rhyme. One black viewer told the watchdog: "They portray us

as objects to be laughed at."

The ASA agreed the ads, created by JWT, were offensive, but rejected
claims that the campaign had upset many people because the brand shared
its name with the Metropolitan Police's "black-on-black" gun crime
initiative.

Cadbury said it remained committed to spending £10 million on
promoting the brand this year.

"We've already gained 15 per cent of the UK gum market in a short period
of time and we'll continue marketing Trident across a wide range of
disciplines," a spokesman said. "We're looking seriously at outdoor and
may yet return to television."

Cadbury declared itself "disappointed" by the ASA ruling because the ads
had been approved by the BACC.

JWT went to ground and did not return calls.

- Perspective, page 21.