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 marketingmagazine.co.uk
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