Cadbury reworks Trident strategy after TV ad ban

by Gareth Jones, Marketing 04-Apr-07

Cadbury Trebor Basset is returning to TV with a new ad for its Trident chewing gum brand, after its crucial launch campaign was banned by the Advertising Standards Authority (ASA) following claims of racism.

Insiders claim the confectionery firm plans to repurpose digital
activity, created by AKQA, for TV and cinema as part of a fresh
strategy. It is also understood to have briefed its ad agency, JWT, to

come up with new ideas.

Cadbury was forced to pull the original Trident campaign last month
after the ASA received 519 complaints about the TV ads, which featured
both black and white people with strong Caribbean accents talking in
rhyme.

Trident will attempt to leave behind the 'Mastication for the nation'
campaign this week with the launch of a digital drive inviting consumers
to take a virtual tour of its factory. The online activity focuses on a
fictional Trident director of gum presenting a mock corporate video.

Cadbury declined to comment on its plans.

Comments

Ivana Djordjevic - 04/04/2007

Oh please, today everything is branded as racist. I thought it was a charming and refreshing ad. What's wrong with people with strong accents?? I just don't understand what's so offesive about the ad, people should really stop overreacting.