Subject Index
 

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. In a sugarless gum market worth $578.5 ...

Trident Splash is the first pellet gum to contain a liquid in the centre. Launched in June 2005, the objective was a 4.7 % dollar share by the end of the year. Trident Splash well exceeded this aim, a ...

In Canada the chewing gum market is split 50/50 between Wrigley’s Excel and Cadbury Adams' Dentyne - they are in a constant battle for the number one spot. In 2004, Cadbury Adams launched Dentyne Fire ...

Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising. By applying research and knowledge early on and at various stages of the advertis ...