The campaign, which encompasses digital, outdoor, TV, experiential and PR, calls on the nation to join a 'gum revolution'. The activity has been created by JWT.
The company claimed the ads, which begin on 12 February, invoke the spirit of 'revolutionary poets', inspired by the recent rise of dub poetry - poems spoken to reggae rhythms.
Cadbury launched Trident, its first chewing gum in the UK, on 29 January. The range comprises Trident Splash, which has a juicy centre and is available in vanilla and mint, and strawberry and lime flavours; and Trident Soft, which comes in peppermint and tropical twist flavours.
The digital campaign was created by AKQA, while RMP is behind the experiential activity. Media planning and buying for the campaign is being handled by Starcom.
Already the world's second-biggest chewing-gum brand, Trident has a 30% share in the US, its biggest market. The brand was worth 拢450m last year - a 20% rise on 2005.
The UK chewing gum and mints market was worth about 拢552m in 2005. Wrigley had a market share of about 53%, according to Mintel.
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