The ‘Perpetual Festival’ promotion launched in April alongside newly designed packaging which brings a more simplified and cohesive look and feel to the Trident range, providing enhanced shelf standout. Giving the pack a more adult feel, the new design effectively portrays the positive qualities of gum with its refreshment and long lasting flavour. The promotional packs also feature an image of a festival lanyard, signposting the promotion.
Kate Harding, Trade Communications Manager at Cadbury Britain & Ireland, says: “We expect the Perpetual Festival promotion to encourage repeat purchase, driving sales for the retailer and in turn help the gum category to continue showing signs of growth. During this promotion retailers should display Trident within the gum fixture, to prompt impulse purchase.”
Cadbury is investing £1m to raise awareness of the promotion using a unique campaign. Seeding activity started in March, to recruit a ‘Perpetual Promoter’ who will travel with competition winners to 30 festivals around the world ensuring they receive the VIP treatment. The ‘Perpetual Promoter’ will be revealed during the launch in April and marketing will continue throughout the rest of the year in the form of blogging, social networking and an online partnership with www.virtualfestivals.com throughout the 30 week tour.
To be in with the chance of winning a pair of tickets to one of 30 festivals each week, consumers will be directed to www.tridentgum.co.uk where they can find out the current week and next week’s festival prize and enter their on-pack code to go into the draw to win that week’s prize. There is one pair of tickets available for each festival and the winner is drawn once a week. Consumers also have the chance to win daily prizes instantly, such as music downloads and cool festival gear.