Beyoncé freebies for Trident fans

24 April, 2009

Cadbury's chewing gum brand Trident is teaming up with Beyoncé in a £2.5 million consumer giveaway.

The on-pack promotion will give shoppers the chance to win one of 13,000 tickets to an exclusive Beyoncé concert at The O2 Arena on Nov

15.

It will be advertised using outdoor, print and digital ads, PR activity, radio slots and in-store POS.

Trade communications manager Kate Harding said: "With this unique promotion, Trident will drive fun and growth back into the gum category.

"Beyoncé is one of the biggest music stars on the planet and the

event will deliver more moments of pleasure for 13,000 lucky Trident and Beyoncé fans."




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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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