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By The Drum Team | Editorial

April 11, 2012 | 1 min read

Kraft Foods has unveiled its first global campaign for Trident gum with Saatchi & Saatchi, with the TV ad launching in America this week.

Executions of the 30 and 60 second ad will roll out across 17 countries, including the UK.

Trident said: “The campaign came to life after realizing that while the Trident brand was widely acknowledged for its functionality—whitening, added vitamins, cavity-fighting, etc.—consumers around the world continued to seek a deeper and emotional connection with brand.

“This new singular voice will target that unique millennial mind-set of 18-to-39-year-olds, whereas in the past individual campaigns focused on specific targets, like moms.”

A Facebook app and smartphone app are to launch next week, including a coupon element.

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