Kraft is plotting a unified global "big brand" campaign for Trident early next spring, after appointing Saatchi & Saatchi to its ad account this week.
Daryl Fielding, Kraft Europe's vice-president of marketing, said the brand was seeking "one big idea that could translate across all markets".
She said: "In the past, we have tended to [create advertising] on a product-by-product basis for Trident.
"We were looking for a unifying theme that could manifest across many touchpoints in many markets."
Fielding said Trident was a "huge strategic priority" for Kraft and the global ad creative will be tailored, where necessary, for local needs.
Join a growing community of media, marketing and advertising professionals today
Read exclusive registrant only articles
Read more articles each month
Sign up for free specialised news bulletins
Register NowGet unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Advertising Intelligence Market Reports.
Find out moreGet unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.
Upgrade accessGet the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.
Create an alert now
_1.jpg)
.jpg)
