Shine to oversee Trident gum push

LONDON: Shine Communications is promoting the UK roll-out of top-selling US chewing gum Trident.

Cadbury Schweppes appointed the agency following a competitive pitch. Shine is handling all consumer PR for the Trident Splash and Trident Soft chewing gums, which launched in the UK this week.

Cadbury Schweppes is understood to be investing £10m in a multi-media launch campaign for the chewing gum.

The firm began hunting for UK PR representation for Trident late last year (PRWeek, 1 Nov 2006).

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