Trident picks Saatchi & Saatchi for creative

10/3/2011 | Advertising Age (tiered subscription model)

Kraft Foods brand Trident gum selected Saatchi & Saatchi as its new creative agency after a review. U.S. sales of Trident are down, per SymphonyIRI. Kraft CEO Irene Rosenfeld said the company plans new advertising targeting young consumers and also plans "smaller pack sizes to hit key price points."

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