TRIDENT GIVES CANADIANS AN ADVANTAGE
By Adnews Staff
Trident has launched a new dental gum that is designed to whiten teeth while it fight cavities. Trident Advantage is produced in Canada by Toronto-based Adams Canada. The new dental gum began rolling out nationally to grocery, drug, variety and convenience stores across the country late March after being approved by Health Canada. Stan MacLachlan, director of marketing for Adams Canada said the new gum is being positioned as an easy and convenient way to take care of teeth between brushings. Consumer advertising to launch Trident Advantage will target adults in the 18-34 year age group who are concerned about oral hygiene. A French and English 30-second spot will be supported with in-store POP, out-of-home advertising including mall posters and a national sampling program. A print ad will run in an insert in the National Post late April and trade promotion programs will also support the launch of Trident Advantage. Advertising for Trident is handled by J. Walter Thompson of Toronto. PR for the launch of Trident Advantage is being handled by Hill and Knowlton Canada Ltd. of Toronto. Adams Canada is a division of Warner-Lambert Canada Inc. Trident Advantage joins Adams' confection product category which also includes Dentyne, Chiclets, Certs and Halls.