Additional Information
Content
Cadbury reworks Trident strategy after TV ad ban
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.
This article was first published on Marketing
Additional Information
Latest jobs Jobs web feed
- Senior Account Manager fishtank 32k to 42k per year GBP, Maidenhead, Berkshire
- Graphic/Web Designer fishtank 17k to 27k per year GBP, United Kingdom
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Digital Brand Manager Nike Europe Competitive + attractive relocation package for foreign hires, Amsterdam
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
Most read
Most commented
BR Insight
Digital Integration: Connecting the Dots (Webcast) External website
Integrated digital marketing offers huge opportunities to engage, servic...
Internet Shopping: 6 Quick Wins to Revive Your Online Sales (Expert Reports) External website
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
Tablets: Redefining Consumer Experiences (Webcast) External website
As a nation, the UK is media and technology obsessed with over half of t...
Harness the Power of Your Customer's Digital Voice (Webcast) External website
All customers have the potential to become your brand advocates, driving...
Improving Marketing and Media Performance (Expert Reports) External website
A recent Brand Republic survey revealed that 78% of respondents felt und...
