Trident Launches Two Exciting New Category-Building Gum Offers

16 Jun 2008

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Trident Sweet Kicks is an exciting and indulgent new twist on chewing gum, marrying a wonderful hint of delicious chocolate flavour complement with sweet refreshing mint, for a unique flavour experience in gum.

16/06/08 Trident will take UK gum category growth to the next level with the launch of two exciting new offers: Trident Sweet Kicks Chocolate Mint Gum and Trident Fresh Mouth Watering Gum, in Oooh Peppermint, Aahh Spearmint and Coool Lemon flavours.

Trident Sweet Kicks offers an indulgent and permissible sweet treat for consumers who are looking for a sweet hit through the day, and is wrapped in an enticing and playful new pack with mint and chocolate flavour cues.

Consumers love Trident Sweet Kicks, giving it the same liking and purchase intent scores as the number one new fruit product in the UK, Trident Splash Strawberry and Lime.

Trident Fresh is a mouth watering and refreshing new experience in mint flavour gum. The Trident Fresh range offers consumers a revitalizing sensation ‘on-the-go’.

Oooh Peppermint and Aahh Spearmint bring a juicy, delicious experience to mint flavours, while Coool Lemon adds a delightful zest.

Trident Fresh comes in eye-catching new packaging that promises a tastier mint gum experience, and promises fantastic standout at the fixture, to help shopper attention and incremental purchases.

Kate Harding, Trade Communications Manager at Cadbury, comments: “We are excited to be launching these fantastic new Trident offers into what we see as a high growth potential UK gum market.

“Consumers view Trident as the innovators in the gum market and we know that providing them with exciting and relevant new flavours drives purchase and category growth. Trident Sweet Kicks brings a unique flavour proposition to the gum category in the UK and we expect the product to drive incremental growth for the category through its success. Trident Fresh brings excitement and mouth watering taste to mint flavours, so consumers can have freshness and great taste too!

Harding continues: “Trident has brought two million new users to the gum category since its launch and drove 75% of the £38m in gum category growth in 2007. Building on this initial success, there is still a massive growth opportunity in the UK gum market. These new Trident offers will give retailers two powerful new opportunities to access that growth, and are also higher priced, which has been proven by recent innovation to drive value growth in the gum market.”

The launch of Trident Fresh and Trident Sweet Kicks is supported by Trident’s £10m multi media 2008 campaign. Activity includes TV advertising, sampling and experiential marketing, digital media, and a dedicated PR campaign, all leveraging Trident’s ‘Mess with Your Head’ campaign idea.

The launch will also include high impact in-store display activity to capitalize on the proven high impulsivity of chewing gum. Research has shown that only 1 in 5 shoppers notice gum in the store, but when they do, 96% of them make a gum purchase.

In the eight weeks since the installations of the stunning new Trident category display units began across thousands of Independent retailers, gum category sales were up 11%, Trident sales were up 51% and all major gum brands were in growth.

The launch will see a ground breaking range of temporary off shelf feature display units with Trident Fresh and Trident Sweet Kicks delivered together. The displays are bright and colourful, with 3D imagery and textured surfaces. They are also highly flexible and can be designed to support different retailers’ in-store requirements.

Trident Fresh and Trident Sweet Kicks come in convenient blister packs that maximise freshness and improve product protection and dispensing. Trident Fresh is available in nine piece packs with an RRP of 50p per pack. Trident Fresh Oooh Peppermint and Trident Fresh Aahh Spearmint are also available in three pack multi-packs for an RRP of £1.35. Trident Sweet Kicks is available in nine piece packs at 50p per pack.