Cadbury Schweppes has brought its Trident brand to the UK chewing gum market for the first time with Trident Soft and Trident Splash. Trident, the world’s fastest-selling gum brand offers UK consumers a greater choice of chewing gum formats and flavours in a market that has seen minimal innovation in the last few years.
The launch underpins Cadbury Schweppes’ confidence in the global success of Trident, which grew by more than 20% around the world in 2005.
Trident Splash, an innovative new centre-filled pellet gum with a burst of liquid flavour, and Trident Soft, a soft chew gum that delivers long lasting flavour, bring UK consumers two genuinely innovative products.
The UK gum offer has traditionally focused on functionality and breath freshening through mint flavours; Trident’s flavours (Vanilla Mint and Strawberry Lime Splash, and Tropical Twist and Peppermint Soft) and fun new formats fill a gap in the market – catering for millions of people who like to chew gum purely for pleasure.
The brand was launched with a £10m multi-media advertising campaign.