CADBURY'S TASTELESS ADVERTISING CAMPAIGN

2.48.35pm UTC (GMT +0000) Tue 27th Feb 2007

Jenny Randerson has today condemned Cadbury's latest advertising campaign for their new Trident Chewing Gum "Mastication for the Nation" as tasteless and irresponsible. Anyone logging on to their website can print off a banner of their slogan which also has the potential to be used as a stencil template for graffiti.

"This is commercial advertising at its worst" said Jenny Randerson, Welsh Liberal Democrat Assembly Member for Cardiff Central.

"They are encouraging people to "Begum a Reporter" and share their activities with a league table for active places. The South West is, apparently, way ahead with an activity rate of 98%, with Wales lagging behind at 20%. However, they probably hope to increase activities with their road show, which will be visiting St David's Shopping Centre from the 1st to the 4th March.

"Cadbury's is treading a very sticky path and could find it has bitten off more than it can chew as, apart from the fly-posting and graffiti potential of this campaign, Cardiff City also spends thousands of pounds each year in removing chewing gum off our streets.

"In response to the question in the song "Does chewing-gum lose its flavour on the bedpost overnight?", I think this is a case where it certainly leaves a bad taste.

ENDS