Campaign slogan's worth chewing over

23 February, 2007

A £10 million ad campaign for Trident Splash and Trident Soft chewing gum will go live at the end of this month.

Consisting of sampling, PR activity, TV, cinema, outdoor and digital ads, the campaign carries the strapline: Mastification For The Nation.

Within the first six to eight weeks of the campaign's launch, 85 per cent of the public will be familiar with the ad , Cadbury predicts.

Head of marketing John Phillipson said: "Any successful revolution needs a voice that can excite and mobilise the nation. We believe that the voice of our gum revolution will educate, entertain and inspire UK gum chewers to consider a truly new and different kind of chewing gum."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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