Update: Trident Gum Set to Make Its Mark During the Film Premiere and After Party for Morgan Spurlock's New Film - POM Wonderful Presents: The Greatest Movie Ever Sold

EAST HANOVER, N.J., April 21, 2011 /PRNewswire/ -- Trident gum today announced that it will be one of the marquee sponsors of tonight's premiere and after party celebration of the highly anticipated new film by Morgan Spurlock, POM Wonderful Presents: The Greatest Movie Ever Sold. The film, to be released by Sony Pictures Classics on April 22, is a playful yet thought-provoking documentary examining the world of product placement, marketing and advertising...and yet is financed entirely by product placement, marketing and advertising. 

Best known for his Oscar®-nominated film, Supersize Me, Morgan Spurlock will be on the red carpet at POM Wonderful Presents: The Greatest Movie Ever Sold's premiere and after party along with other notables and celebrities. Morgan will be chewing Trident gum, wearing a Trident gum-branded hat and will also be carrying an oversized version of the famous Trident gum package in keeping with the tongue-in-cheek product placement theme of the film.

As part of the sponsorship, Trident gum will offer party-goers a chance to relax and hang out at its uniquely designed Trident Lounge that features the following: a gum-scented Trident Oxygen Bar, samples of multiple Trident gum flavors and access to a team of professional massages therapists and massage chairs, all courtesy of Trident gum.  

"I've chewed Trident gum my whole life and am very excited to have them be a part of this 'docbuster' premiere," said Morgan Spurlock. "The best part for me is that now that Trident is The Greatest Gum of The Greatest Movie, I can be sugar free - for free!"

"We're thrilled to join Morgan and his team at the premiere of what will definitely become one of the most talked-about films of the year," said Maurice Herrera, senior director – U.S. Gum, Kraft Foods. "We figure that if everyone is chewing Trident sugar free gum at the premiere they'll be helping to fight cavities and have fresh breath on the red carpet!"

For more information on Trident gum, visit facebook.com/tridentgum.

About POM Wonderful Presents: The Greatest Movie Ever Sold

From the billboards in Times Square to the barren streets of Sao Paulo, acclaimed documentarian Morgan Spurlock shines a light on the world of product placement, marketing and advertising through his new film, fully financed by the very product placement the movie explores on screen.  With humor and insight, Spurlock unmasks the marketing process, bringing audiences directly into the pitch meetings and marketing presentations, which inform our everyday entertainment decisions.  From small, family-owned operations to multi-million dollar global brands, Spurlock uses his integrity as currency to sell out to the highest bidder, and garners the kind of large-scale marketing support and promotions customarily reserved for studio blockbusters in an effort to create a first – a "docbuster."

POM Wonderful Presents: The Greatest Movie Ever Sold was written by Spurlock and Jeremy Chilnick, and produced by Spurlock, Chilnick and Abbie Hurewitz through Spurlock's production company, Warrior Poets, alongside Snoot Entertainment producers Keith Calder and Jessica Wu. The film premiered at the 2011 Sundance Film Festival.

For more information about the film, visit www.thegreatestmovieeversold.com

About Trident® Sugar-Free Gum

Trident gum has long been a pioneer in providing oral health benefits to consumers. Trident was the first gum brand of its kind to undergo extensive long-term clinical testing in 1967 with studies showing that people who chewed Trident experienced significantly fewer cavities. Trident Layers, known for its Wild Strawberry + Tangy Citrus and Green Apple + Golden Pineapple flavors most recently launched its third flavor, Cool Mint + Melon Fresco.

About Kraft Foods

Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love.  Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America.  Eleven of the company's iconic brands -- including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century.  A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.  For more information, visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.

SOURCE Kraft Foods

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