SLR p48-50 Gum Jun09.qxp 29/05/2009 12:22 Page 50
gum
“Only one in
five shoppers
notice gum in-
store, but when
they do, 96% of
them make a
purchase.”
– Kate Harding, Cadbury
matching coloured paper, to ensure Trident, in any flavour, and fill in the Pop diva Beyoncé
freshness of product. The range will last four digits of the barcode online at is promoting and Trident Splash Strawberry and
also be available in twin multi packs www.tridentunwrapped.co.uk. Trident gum this Lime are the number one and number
which have an RRP of £1.79. POS available for retailers includes year. two fruit SKUs respectively in the
The launch will be supported by an posters, wobblers, shelf strips, hods, market, and account for 40% of
extensive marketing campaign that standees, counter bins, and dump bins Trident’s share of total fruit gum. Since
includes TV advertising, cinema to help drive excitement around the Trident launched fruit gum has doubled
advertising, outdoor advertising, online promotion and increase visibility in- in size thanks to the support from our
activity, consumer PR, in-store store. customers’ in-store and great
promotions at launch, POS support and Kate Harding, trade communications advertising.”
nationwide sampling. manager at Cadbury, comments: “With Most mint and gum products are
Toby Baker, marketing director at this promotion Trident will drive fun consumed on-the-go, so it is important
Wrigley, comments: “We are extremely and growth back into the gum category. to offer shoppers a good range to
excited about the launch of 5, a unique Retailers who understand the scale of choose from, says Harding. “The mints
brand proposition which will capitalise interest this activity will evoke should and gums categories have a fast rate of
on the consumer demand for premium display Trident in a prominent position sale, so products should be sited in key
confectionery products and new taste in store as we anticipate very significant impulse areas in-store and flagged by
sensations. 5 entering the UK is an sales uplifts.” top-selling brands such as Trident and
example of Wrigley’s dedication to In order to maximise the sales Trebor, for maximum visibility.
innovating and growing the category. opportunity Cadbury would Research has shown that only one in
We would advise retailers to stock the recommend retailers stock a varied five shoppers notice gum in-store, but
full 5 range from the beginning of June range of both mint gum and fruit gum when they do, 96% of them make a
to take full advantage of the high in order to cater for all tastes and gum purchase. Availability is also key,
consumer awareness that will be preferences. Harding comments: “Fruit so retailers should make sure their
delivered by the heavyweight marketing gum has achieved phenomenal growth display is fully stocked at all times,” she
launch programme.” of 37% and Trident Soft Tropical Twist adds.
Pre-2007 Wrigley didn’t have much
in the way of competition in the gum
market, but since Cadbury launched its
Top of the tree
Trident brand there has been a bit more Sitting alongside the gum display in many stores is the well-
of a battle on. Trident is currently the known tic-tac tree. Since its launch in 1969 the brand has
third biggest brand in the UK, and continued to be popular and has continued to innovate,
achieved sales of £25.8m last year. More launching new flavours and introducing a larger pack of 100
importantly, since Trident emerged tic tacs for longer lasting refreshment. The latest additions to
fruit gum has seen growth of 37%, with the range include tic tac Cool Cherry single and 4-pack and tic
Trident taking a healthy share of this tac 100 mints in Spearmint flavour.
sector. Levi Boorer, head of customer development, comments:
In a huge marketing initiative the “Pocket confectionery is currently in decline, however tic tac
brand has recently teamed up with is one of only two mint brands in the top 10 which is showing
singer Beyoncé and is putting on an growth. The new Cool Cherry flavour strengthens the tic tac
exclusive concert at the 02 Arena for brand with a second fruit flavour, further driving the growth
Trident chewing gum shoppers. that the brand has witnessed over the last year.” He adds:
Cadbury is investing £2.5m to raise “For retailers to make the most of the ongoing support, it is
awareness of the promotion including recommended that they site the tic tac tree display unit
outdoor and print advertising, PR, adjacent to the till point to maximise impulse sales. The eye-
radio, digital and in-store POS material. catching and impactful unit has a footprint of just 10cm x
To be in with a chance of winning 25cm and enables the retailer to merchandise all four
one of the 13,000 tickets available for flavours. It has also been shown to increase sales of tic tac by
the 15 November concert, shoppers up to 161%.”
simply need to purchase a pack of
50 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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