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Morris Plains, N.J.-based packaged goods company Warner-Lambert this week is expected to launch an online campaign for its new Trident for Kids berry-flavored bubblegum. Created by New York-based interactive shop Digital@JWT, the campaign combines rich-media animation and interactive games aimed at children ages 6 to 11 and their dental hygiene-conscious moms.
The online effort will last three months, appearing on kid-centric sites Nick.com, nickjr.com and MaMaMedia.com, as well as on women’s network iVillage. “We wanted to utilize the interactive nature of the Web,” explained Tracy Swedenburg, digital producer at Digital@JWT.
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