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September 2008 - Strategy Magazine
Upfront

Trident makes a splash

by Marija Djukic
page 8

Cadbury's Trident Splash hosted the National Cannonball Championship in Toronto last month. Contestants performed cannonballs for a live crowd and a panel of media judges for a $2,000 grand prize.

The goal of the PR initiative by Toronto's Strategic Objectives was to "bring to life the liquid centre that makes Trident Splash unique," says Stephanie Minna, manager of corporate communications and media relations at Cadbury.

Prior to the splashy final were regional qualifying events in Montreal, Calgary, Vancouver and Toronto, online and mail-in video and photo submissions, as well as a media tour with Nic Bayley, the face of Splash commercials. Billboards and posters were created by Strategic Objectives.

www.cannonballchampionship.ca

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