"With Trident Recaldent having found its niche, the company is now strengthening its leadership in the chewing gum market with Dentyne Xylitol," said Anat Julintron, MD of Cadbury Adams Thailand. "The Thai consumer is becoming incresingly concious about oral care."
The product has a Xylitol content of over 60 per cent which, according to Cadbury Adams, is higher than any other gum in the market. McCann Erickson has rolled out a 30-second TVC, titled 'Dig'. Using ants to represent the disappointed sugar seeker, the spot adheres to strict FDA rules, whereby celebrity endorsements nor product benefits can be used in advertisements. Cadbury Adams has also set up events, out-of-home media (30 phone booth wraps), sampling and PR activities.
According to ACNielsen's Retail Audit, Cadbury Adams currently has a 60 per cent share in the total gum market, which is worth 1.9 billion baht (US$46.5 million). This is split between its brands Dentyne at 30 per cent, Clorets at 12 per cent, Chiclets at 12 per cent and Trident at six per cent.
Dentyne Xylitol to tap Thais' growing oral care concern
Cadbury Adams has launched Dentyne Xylitol, a 'mouth purifying' gum, targeting university students and first jobbers.