Magazine article Marketing

Trident

Magazine article Marketing

Trident

Article excerpt

Cadbury's initial success with the gum soon tailed off, as has its threat to Wrigley, writes Joe Thomas.

When Cadbury entered the UK chewing gum market in 2007 with Trident, its ad campaign, featuring a West Indian character and the strapline 'Mastication for the nation', certainly attracted attention.

The Advertising Standards Authority received more than 500 complaints that the JWT ad belittled Caribbean people. The ASA agreed, and banned it.

Nonetheless, by 2008 Trident had achieved annual sales of pounds 26.2m Buoyed by this start, Cadbury signed up Beyonce to front a promotional campaign that offered consumers tickets to an exclusive gig at The O2.

The promotional activity, which started in spring 2009, included dancing girls in London's Piccadilly Circus, outdoor, print, radio and digital ads and point-of-sale material.

However, sales plummeted by 27.1% to pounds 19.1m in 2009 and Trident will have to rethink its strategy if it is to challenge the category leader, Wrigley. In comparison, Wrigley's Extra had sales of pounds 153.9m in 2009, while its Airwaves variant was worth pounds 30.9m.

Cadbury is confident it can steal share from Wrigley, and last autumn launched a functional gum through its Trebor brand. This differs from Trident in that it is designed to freshen breath.

So can Cadbury get Trident back on track or should it focus on Trebor instead? We asked Lisa Thomas, chief executive of LIDA, and MCBD planning director Carl Ratcliff, who has worked on the Dr Pepper and Tango brands.

DIAGNOSIS

- Two industry experts explain where Trident lost its bite

LISA THOMAS, CHIEF EXECUTIVE, LIDA

Having been around on our shelves (and often our pavements) for just three years, Trident is a relatively new kid on the block. I remember its many fruity flavours exploding onto the market, giving teenagers and football managers an alternative to spearmint.

However, the gum market is in decline and Trident is a big casualty, with 2009 sales dropping by a sizeable 27% and Cadbury streamlining its range.

You don't have to be a chewing addict to understand the brand is all about fun over function - from the product itself to a recent musical chairs promotion. Fine for the under-25s, but the population is ageing and this audience shrinking.

Meanwhile, other confectionery brands are taking a more successful, grown-up approach - most recently category leader Wrigley with the launch of 5: a sophisticated, stylish and adult-feeling product.

There's also the matter of a potential 15p-a-pack gum tax. …

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