Although Trident had the highest brand awareness in its category, it was only ranked #3 in share of market and loyalty. Consumers thought of the Trident brand fondly, but they considered it to be somewhat old fashioned. It no longer had a fresh and motivating point of difference.

The opportunity to reinvigorate the Trident brand came with the launch of Trident Splash. It would be Canada's first liquid filled pellet. This gave us the chance to reintroduce Trident to consumers in a new and different way. At the same time, however, we had to communicate the benefit of the new product format in a way that would drive trial. The campaign that we developed included TV, OOH, Cinema and TV Billboards. Our television spot features "Speedo Guy" who is always ready for the rush of refreshment that comes with Trident Splash.

The campaign has done a terrific job of refreshing Trident and of driving trial of Splash. Six months after its launch, Trident has retaken taste leadership for the category, awareness of Splash has risen to 85%, trial has reached 44% and share of market for Splash has grown to an incredible 6%.

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