Cadbury Adams USA LLC: Four Out Of Five Dentists campaign

Rayna Bailey

This paper describes how Trident developed a controversial advertising campaign based on the thirty year old claim that four out of five dentists recommend it.

Cadbury Adams USA LLC: Four Out Of Five Dentists campaign

Rayna Bailey

OVERVIEW

When pharmaceutical company Pfizer Inc. bought its competitor Warner-Lambert Company in 2000, it also acquired its Adams confectionary division and its gum brands Trident, Dentyne, and Chiclets. At the time, sugarless chewing-gum brands were taking the lead in retail gum sales as health-conscious consumers chose alternatives to sugary treats. In 2003 total sales of sugarless gum sales were $578.5 million, while sugared gum achieved $309.3 million in total sales. The top market position that year was held by Wm. Wrigley Jr. Company's brand Extra, with a 26...

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