Cadbury Adams USA LLC: Four Out Of Five Dentists campaign

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,...