Trident kicks off sampling work

LONDON - Cadbury has commissioned RPM to carry out a guerrilla marketing drive to launch two Trident chewing-gum products.

'Ice-cream sellers' will distribute samples of Trident Fresh, supported by TV ads created by JWT.

The second product, Sweet Kicks, will be distributed by a team of men dressed in a 'Rat Pack' style, who will target women with flirtatious compliments and hand out 'flirt cards' directing customers to an online competition.

A press campaign, also created by JWT, will run in titles aimed at women.

Skills body picks Haygarth for job Learning Skills Council, the publicly funded organisation charged with developing further education in England, has hired Haygarth to handle a series of direct projects this summer.

The agency has been briefed to develop a campaign aimed at encouraging more businesses to offer apprenticeships.

It will develop a target database, and a mailer with the theme 'Shaped by You,' featuring plasticine figures at work in target sectors, which include retail, hospitality and catering.

An email marketing drive will also run before and after the mailing to reinforce the campaign's message.


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