Cadbury Adams is Canada’s largest confectionary company, producing some of Canada’s most iconic brands. JWT Canada’s marketing and communication relationship with Cadbury extends across the gum and cough category, providing integrated communications in the form of television, print, radio, out-of-home, and digital advertising for such well known brands as Trident, Stride, Chiclets, Bubblicious and Halls. Of recent note, JWT Toronto provided an integrated campaign to launch Trident Splash, and in only a few years helped cement this sub-brand to be one of Cadbury’s top gum performers. The advertising has also proved to be a global phenomenon, with countries from three other continents using the work to build Trident Splash in their own markets.