LAGUNA BEACH, CA — September 13, 2006
Laguna Beach agency will provide a test market program for Chicago based confection vendor
SuperPro Vending, Inc., a distributor of vending equipment in Chicago, Ill, has chosen Young Company, a Laguna Beach, California-based marketing communications firm, as its agency of record.
SuperPro Vending, Inc. has an exclusive agreement to market Cadbury-Adams Dentyne Ice® chewing gum in a bulk vend format to organizations which are not competitive with its existing retail marketing channels.
Young Company is conducting market research and segmentation analysis to identify the most likely target markets. Phase two includes a power test marketing initiative where several alternatives approaches will be tested using combinations of direct mail, telemarketing, direct sales and affiliations with several national charities. The conclusion of the power test will result in a national roll-out in 2007 for Dentyne Ice® to be distributed nationally in bulk vending machines.
According to Cadbury Adams, sugar free pellet gum is a fast growing segment within the gum category with $604.8 million annual sales and 6.0% annual growth. Currently, two out of the top five sugar free pellet gums are Cadbury Adams’ Dentyne Ice® and Trident White® products. Since 2003, Dentyne® has been the #1 breath freshening gum with over $200 million in annual sales and 12% growth.
Young Company integrates the power of new technologies, including the Internet, e-marketing and e-commerce, with more traditional communications tools to create solutions that engage prospects and customers in ways that magnify the impact and efficiency of brand building. As an independent partner agency of BBN International Brand Communication, the $1 Billion-strong, multicultural, global business branding network comprised of 26 agencies and over 1,000 marketing communications specialists, Young Company helps its clients brand, position and market globally, while acting locally.