Trident TVC sees JWT add glamour to gum category

Moving away from dentist endorsements in its earlier advertising to glamourising the brand, model Lukkade Metinee is featured as a spokesperson.

The 30-second TVC opens with the model talking about her cosmetically enhanced nose and breasts.

She compares them with her strong teeth, that don't need artificial strengthening, as she uses Trident Recaldent Calcium. The objective of the new TVC is to create trust, awareness and credibility for the product as Recaldent is innovative and still new in the Thai market and not too many people have heard about it, the agency said.

By using a famous personality, the audience will relate more easily to the product, explained a spokesperson at the agency. The total gum market in Thailand is worth 1.6 billion baht (US$48 million), comprising stick gum at 68 per cent, coated gum at 28 per cent and chunky gum at four per cent.

Trident holds 75 per cent of the sugar-free segment, alongside competitors Dentyne and Lotte. Chewing gum with dental benefits now has a 55 per cent share of the total market.