Cadbury Schweppes reported a 26% increase in the sales of its Trident chewing gum in 2007, making Trident the company's "largest global brand." With Trident's success, experts believe Cadbury could rival Wm. Wrigley Jr. Co. for market leadership in the coming years. Wrigley, meanwhile, has boosted its marketing spending and has signed several key sponsorship deals.
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