Trident Stops Chewing Over Options


Trident chewing gum is a wedge of the Mondalez stable of confectionary, and sells under the Stimorol label in many Western countries. Global demand for gum has been down for quite some time, although in China it is ‘on fire’ according to Irene Rosenfeld, CEO of the confectionary multinational.

Trident Launch follows Stride Success

The Trident outreach follows on the successful launch of the Mondalez gum Stride in China in 2012. This may have contributed significantly to their gum sales uptick of 5.8% in the first quarter of 2015, compared to the global increase of just 0.1% based on data released by Nielsen. Once again, the influence of China on global brands is evident.

Last year was a very different one for Mondalez, with overall revenues for gum and candy plummeting 2.9% while globally chewing gum and candy grew 0.4% and 2.9% respectively. Irene Rosenfeld may have made a rash decision based on a single data blip, although she has to do something to counter sliding markets in France, Japan, and the United States as Playboy plans to do.

UK National Health Fingers Gum

A recent study by UK National Health found links between oral wellbeing, income and chewing gum, suggesting that advanced societies are turning against the habit in a manner similar to the move away from tobacco. China will undoubtedly trend this way over time too, although currently the spread of wealth – including affording Trident seems to get more attention than long-term environmental health.

Was Obama Chewing Trident at APEC

TridentThis situation may however already be changing among the upper crust of China. In November 2014, there was an uproar over Barack Obama chewing gum during the APEC summit in Beijing. Following angry chit-chat on Weibo a professor of journalism at Beijing’s Tsinghua University posted, “We made this meeting so luxurious, with singing and dancing, but see Obama, stepping out of his car chewing gum like an idler.” I wonder if it was Trident, a nicotine substitute or something stuck between his teeth?

About Author

Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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