Cadbury Adams promotes Trident Splash
By Adnews Staff
Cadbury Adams Canada of Toronto has begun a campaign to promote a new line of chewing gum called Trident Splash. The gum, which consists of liquid-filled pellets, comes in two varieties: Strawberry with Kiwi and Vanilla-Mint. To support the introduction of this product, the company will conduct an event called the "Trident Splash National Cannonball Championship" in Toronto on August 18. Canadians can enter the contest by submitting a video of themselves performing a cannonball into a body of water. Regional contests will also take place in a number of cities. Eight regional finalists and two online entrants will be flown to Toronto for the championship, where they will compete to make the biggest splash from a five meter platform. Other marketing support will include advertising, promotions and public relations. Television advertising began on Aug. 1. The commercial, created by J. Walter Thompson, depicts a character called Splashman walking down a busy street in a bathing suit. M2Universal handled the media buy. In addition, Inventa will conduct national promotional and sampling activities through August. These initiatives involve the Splashman character standing on street corners. Public relations are being managed by Strategic Objectives.