Trident to stage free Beyonce concert

Trident, the chewing gum brand, is launching a major promotion to give Beyonce fans a chance to attend a free concert at The O2 Arena featuring the international superstar.

From April 20 consumers will have an opportunity to win a free ticket to attend the concert everytime they buy a pack of Trident gum.

Consumers will be asked to log on to a website and enter the last four digits of the barcode on the pack to get in the draw. Weekly ballots will run until May 31, with 1,000 tickets to be given away each week. A total of 13,000 tickets are up for grabs. The concert will be held on November 15.

Earlier this year, Cadbury reported that an increase in marketing spend helped boost sales by 6% in 2008. Its marketing investment rose £97m last year to £584m, up 10.8% as a percentage of sales.

The company’s three biggest brands, Dairy Milk, Trident and Halls, saw sales increased by 11%.

According to Cadbury, the launch of Trident helped reverse a 4% decline in the gum market over 2007 (AC Nielsen).