US: Kraft rolls out global Trident ad push

By Michelle Russell | 11 April 2012

Kraft Foods has launched its first global marketing campaign for its Trident chewing gum brand.

The 'See What Unfolds' campaign launched in the US this week, a spokesperson told just-food. Kraft said it is looking to promote the "emotional" benefits of the brand in a bid to appeal to a wider audience.

The company said it wants to move away from the oral health messaging of previous campaigns that have included a focus on whitening, added-vitamins and cavity-fighting. Instead, Kraft wants to promote intangible benefits of the gum to a target market of 18 to 39 year olds, rather than its past focus on mums.

The campaign kicked off in the US this week with a 30 and 60-second commercial promoting the emotional impact the product has when consumed. It will run in around 17 countries including the UK and the US.

A Facebook application will also launch on 16 April to include a coupon element, in addition to the launch of a Trident smartphone app.

The campaign rolls out ahead of the spin-off of Kraft's confectionery and snacks business later this year into a global snacks company to be called Mondelez International.

Sectors: Confectionery, NPD & innovation

Companies: Kraft Foods

There are currently no comments on this article

Be the first to comment on this article

Related articles

Editor's choice: the highlights on just-food last week

Kraft Foods officially completed its split into two companies last week: high-growth global snacks firm Mondelez International and Kraft Foods Group, a North American grocery powerhouse. Tesco and Sainsbury's updated the market on their first-half results, highlighting the uphill struggle facing the larger Tesco as it looks to improve its UK performance. Also in UK retail, Morrisons indicated that it is preparing to step up its drive into convenience. Meanwhile, just-food brought live coverage from the GMA/FMI Sustainability Summit in Washington DC.

Quote, unquote: just-food's week in words

just-food last week brought live coverage from the GMA/FMI Sustainability Summit in Washington DC where presentations were given from members of the Environmental Defense Fund, the Rainforest Alliance, and sustainability think-tank Forum for the Future. Elsewhere, Kraft Foods officially completed its split into two companies and its European division confirmed late Friday, its acquisition Danone's Vitasnella snack business. Here is a selection of the best quotes from last week's news.

ITALY: Kraft Europe acquires Danone's Vitasnella

Kraft Foods Europe has acquired the Vitasnella snack business from food and dairy giant Danone in Italy.

Welcome to the home of food information, insight & intelligence

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page