Cadbury's Trident is getting bootylicious thanks to a new partnership with R&B superstar Beyoncé. The chewing gum brand is launching an on-pack competition that will offer 13,000 consumers the chance to win tickets to see the pop diva in an exclusive concert in November. A £2.5m marketing campaign, including advertising, PR and in-store PoS material will accompany the promotion, which kicks off later this month.

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