trident gum
The challenge
Cadbury Trebor Bassett (CTB) launched its new Trident chewing gum brand into the already monopolised UK gum market in February 2007.
The background
In 2006 the UK gum market was dominated by one company, with many of their products focusing on the functional aspects of gum, such as dental care and fresh breath. The market had seen two years of 4% decline, and was worth £241m.
CTB saw an opportunity to enter the gum market, using new global product innovations, to challenge the main competitor in the UK.
The products
Trident Gum was already a very popular brand of gum in markets around the world, and its manufacturer is the second largest producer of gum in the World. In 11 countries, Trident is the number one brand of gum.
Trident is marketed worldwide in different formats, two of which were launched in the UK:
- Trident Splash – a pellet gum with two flavours and a liquid centre.
- Trident Soft – a soft slab gum, with long-lasting flavour.
The packaging
Trident gum was launched into the UK market in a vibrant, colourful packaging that created a highly engaging presence in-store. Exciting gum packaging formats were used with Trident Splash blister pack – a pack with freshness, dispensing, hygiene, and tactile (foil-punching) benefits, and Trident Soft envelope pack – a new pack with similar functional benefits, and an innovative flip-open mechanism.
The place
There was a lot of support from retailers for the Trident launch. Retailers were pleased to see another company competing in the gum market and excited about the new products. This support translated into fast distribution and high impact in-store displays.
The promotion
In order to make an impact on the monopolised gum market and reach the target 16 to 34 year old audience, the Trident marketing campaign needed to be very bold and innovative. A provocative and engaging multi-media campaign, “mastication for the nation” was developed based on the notion of a chewing gum revolution of the UK masses. The campaign involved TV and cinema advertising, print advertising and outdoor posters. It also included new digital and experiential marketing elements around the gum revolution theme. For more information on the campaign visit the Trident website www.tridentgum.co.uk.
The result
Within six months of the initial launch, Trident managed to capture approximately 13% of the UK gum market and became the second biggest brand in the category.