Trident gives a little anti-recession joy
16 June 2009 | By Popsop Team
Cadbury’s Trident gum offers recession-addled consumers some new chewing experience. As the economy forces consumers to downshift their materialism a bit, a TV and online push for the brand, launching this month, focuses on small moments of happiness delivered by the brand.
Ads via JWT, New York, expand on the theme. One is“Go, Dad!”, another features a girl playing “He loves me not.” the flower grows another and she gushes, “He loves me!”
Trident senior brand manager BeckyMcAninch said the brand got the idea for the campaign after asking consumers what exactly a Trident world looked like.
Focus group findings yielded descriptors like, “colorful,” “fun” and full of “great music.” Trident targets consumers between 18 and 49, although the sweet spot is right around 28 or so, McAninch said.
The push is the biggest for the brand since 2005. Owner Cadbury spent $39 million on Trident last year, excluding online, per Nielsen.
Popsop.com
Tags: bakery & confectionery, Cadbury, gum, Trident
