Cadbury Adams has launched the latest execution in its television advertising campaign for Trident Splash Gum.
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The campaign features the Trident Splash Man, a skinny guy in a Speedo who creates a giant splash of water when he bites into a piece of the gum. In previous spots, he splashed bystanders while line dancing and while waiting at a bus stop.
In the commercial that launched this week, which promotes Trident’s new spearmint-watermelon flavour, the character appears at an opera in mid-performance. When he bites into the gum, the audience and the female singer are doused with water, spearmint leaves and watermelon pieces.
As with the previous Splash Man spots, the latest ad was created by Toronto’s JWT.
Tracey Sloga, JWT’s group account director for Cadbury Adams, says the two-year-old character still resonates with audiences.
“There’s no sign of any wear-out with this character, and in fact we’ll be leveraging him in other ways outside of TV in the coming months,” says Sloga. “We just have to keep finding really unexpected places for him to appear.”
An out-of-home component will be added to the campaign later this year.
