This paper discusses the impact of British and French colonialism in West and East Africa Essay Example

This paper discusses the impact of British and French colonialism in West and East Africa Paper This paper discusses the impact of British and French colonialism in West and East Africa by drawing examples from : Things fall apart, Weep Not child and Houseboy . British East Africa was a settler colony while both British and French west Africa were not . Earlier on the Europeans only traded on the coast but with the slave trade becoming economically not viable the European countries set to find new ways of getting resources from Africa in a cheaper way . The Berlin Conference of 1844-1845 set the scramble and partition for Africa. The French used assimilation to rule their colonies . British used assimilation in West Africa and direct rule in East Africa . To maintain power over their subjects this countries used numerous methods . In this paper the focus shall be on use of : western education, economic sabotage, divide and conquer and religion as ways that the Europeans used to ensure minimal resistance from the Africans. Economic being the core reason and drive for the colonies meant so much to the colonial government. This however spelt doom for the Africans who were placed in the lowest social and economic class. In colonial Kenya the Britons came first, then the Indians, Elite Kenyans and then the other Kenyans. â€Å"The Indian shops were many. The Indian traders were said to be very rich, they too employed some black boys whom they treated like nothing â€Å". The colonial government sold good to Indians at cheaper prices than the Africans and hence the Indian shops were more popular. This made it harder for competing African businesses to thrive,† African shops stood alone on one side of the town near the post office. The Africans had not many things in their stores and generally charged higher prices. â€Å" This ensured that the Africans had little income earning options forcing them to work on the settlers’ farms. We will write a custom essay sample on This paper discusses the impact of British and French colonialism in West and East Africa specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on This paper discusses the impact of British and French colonialism in West and East Africa specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on This paper discusses the impact of British and French colonialism in West and East Africa specifically for you FOR ONLY $16.38 $13.9/page Hire Writer â€Å"Let them destroy themselves. What did it matter with him if the blacks in the forest destroyed the whole village? What did it matter except for the fact that labor would diminish.† Mr. Howland, is pleased that the machine he has put in place in working, blacks are killing blacks. Divide and conquer was one of the methods used in colonial Kenya to minimize resistance. The country was divided into regions depending on the language one spoke. The buffer class of â€Å"Elite Africans† that the Europeans had created was fighting the Land and Freedom Movement for the colonial government. To Mr. Howland it doesn’t really matter when Jacobo is killed or not because he would just appoint another person in his place and life would move on, the only reason he was concerned for the Africans was because he would lack labor for his farm. Western Education was presented as the only way out of the poverty and misery . In Weep Not Child , Ngotho’s family is proud of Njoroge’s prowess in school and see his as the savior of their family . Njoroge loves school and sees this as his avenue to become even with the likes of Jacobo who had better lives and remove the â€Å"Muhoi† status of his father . However this view is a fallacy as the education system was set in such a way that they did not teach any craft , the children were taught how to manage the colonies but never how to develop them . Those who went into craft and arts were regarded lowly by the community . â€Å"Children came to the shop. They were coming from school . Njoroge saw their hopeful faces .He too had been like this when he had seen the world as a place where a man with learning would rise to power and glory.† Njoroge like many other Kenyans had been reduced to selling dresses at the Indian shop, most of the educated Kenyans en ded up working as clerks , messengers and other jobs that did not befit their statuses as educated people. The government did not offer resources to them in fear that it may lead to Kenyans gaining economic independence and hence loss of labor for the settlers’ farms. â€Å"Brother what are we? What are we black men who are called French. â€Å" Toundi’s words accurately depict the dilemma of the French Cameroonians who were struggling to maintain their identity during the colonial rule. In Francophone Africa, Africans were taught that by speaking acting like Frenchmen they would become French. As Toundi watches his friends being tortured he understands the hypocrisy of the Europeans in that they did not live what they preached. Assimilation, is a patronizing policy in every way as depicted in the way the Africans Even in the church Cameroonians are seated at the rear of the church on tree trunks under strict supervision of the catechists while the French seat in the front in velvet laced chairs. In church, they had been taught love your neighbor but Toundi wondered† Is the white man’s neighbor only other white men?† Regardless of how â€Å"’civilized’ the Africans looked the Frenchmen never considered th em as equals. Ferdinand brings out Christianity as one of the major agents of colonial rule in French west Africa .Toudi like many other â€Å"Frenchmen† in Cameroon at first were excited by the offerings of the French .Christian Partenism is evident in â€Å"I am his boy† †¦.† Father Gilbert knew me when I was stark naked he taught me to read and write†¦nothing can be more precious than that.† Toundi notes that the people were cannibals but Christianity â€Å"saved â€Å"them. Christianity as an agent of colonial rule served to separate people from their belief system and hence make them more susceptible to susceptible to French’s ideologies. This however only meant to serve the interests of the mother country and never the Cameroonians. Christianity was also the easiest way in which Cameroonians were enticed to assimilate to Frenchmen, â€Å"He threw little lumps of sugar to us like throwing corn to chickens.â€Å" This was how Father Gilbert entice d the black boys to join the Parish and hence convert to Frenchmen. Use of military and rogue justice systems against the Africans was a common thing among all colonial powers. Even though in French west Africa it was not very evident Toundi’s experiences with Madam and the commandant give us a glimpse into this. Toundi is punished on some sham accusations of theft while the real reason Madam wanted him gone was because he knew the truth. This was the case for most of the Africans, especially the leaders who had realized the truth about the Europeans. Um Nyobe’ Ruben the leader of UPC Cameroons nationalist party was detained without cause or trial by the colonial government for challenging the government The detentions encompassed ruthless beatings and subhuman conditions in the holding cells.As seen in the book Gullet says â€Å"We are going to put you in a safe place while we continue our inquiries† but once they get back to the police camp he orders the constable ,†Give him twenty-five blows of the sjambok.† . This was a method that the colonial government used to instill fear in people and force them into submission. â€Å"Our own men and our sons have joined the ranks of the stranger . They have joined his religion and they help uphold his government. If we should try to drive out the white man it shuld be easy,they are only tow of them, but what of our own people who are following their ways ?† Obierika’s concerns can be replicated for the entire Nigeria . Christianity as intended for by the colonial governments had created loyal subjects and made it harder for the people to fight the colinialists . Just like the French, The English used religion to divide and conquer. Christianity not only infuriates the people for accepting the oucasts and the Lazy people in the community but because it disregards and disrespects the Igbo religion. Apart from religion the Britons also brought the government . This was such a grea

Communication Barrier with Eye Contact for other Cultures essays

Communication Barrier with Eye Contact for other Cultures essays Emigrating from India to the United States and adjusting to its environment, culture, and social norms has been an exciting learning experience for me. I was born and brought up in India where I spent the first 14 years of my life before I immigrated to America in July, 1998. For the past six years I have been learning and observing the American cultures, mainstream ideas, customs, beliefs, and norms. After every passing year I learn something new about the American culture and adapt to it. I remember the time when I was adapting to looking people in the eye and trying my best to maintain proper eye contact with another person. It was an awkward learning experience. Human beings in general use eye contact as a non-verbal tool of communication, but the way people use eye contact changes from place to place because of differences in environment, customs, and traditions. Growing up in an Asian Indian culture, I know that all Indians prefer minimal eye contact. Its considered rude in my culture to look other people directly in the eye, especially adults. In India, a lot of importance is given to politeness, obedience, and respect towards adults. Anyone older than you should be looked up to or respected. For example: when I am having a one-on-one conversations with my high school professors in India, my eyes would be just below their eye level (around the chin or neck area) as a sign of respect towards him or her. Before starting a conversation minimal eye contact is required. So, after I have made minimal eye contact (1 to 3 seconds) with the professor, its an Indian tradition to look the person we are speaking to right below their eye level. All youngsters and teenagers in India must follow this custom. However, if you make direct eye contact with an adult (or a teacher) its considered very rude, which might be followed by a scolding sometimes. Fur thermore, you can not look around or at the ground while talking with ...

Men of Honor Movie Review Example | Topics and Well Written Essays - 500 words

Men of Honor - Movie Review Example Determined to become the Navy's first master diver, Brashear confronts Billy Sunday, a racist Navy diving instructor in the segregated south of the early 1950s. From the beginning of the film we see Brashear struggle with the elements and his race as he plows a field in the hot sun with his father. As a means to escape, Brashear joins the Navy with the hope of bettering his station in life. He confronts the chores of Navy kitchen duty while working to become a black Navy diver. Eventually given the opportunity to become a diver, he is confronted by the Navy instructors bent on proving him incapable. The ongoing torment from Billy Sunday and the Commander, played by Hal Holbrooke, can't hold Brashear down. He conquers every obstacle placed in front of him. After he becomes a diver, his career seems to be cut short when his leg is amputated after an accident on a Navy ship. Brashear again struggles to regain his strength and the fortitude to carry the weight of a Navy Scuba outfit. This time, Billy Sunday is his biggest supporter as we see Brashear overcome the final obstacle of a physical handicap. Though the film is based in racism, its inspiration comes from the need to overcome any hardship. Much of Brashear's torment came from a racist feeling in Sunday and his classmates, yet we see the struggle in terms of a fight against the elements and ourselves. There is a memorable scene where Sunday makes Brashear's diving test almost impossible to pass.

Unit 2 Assignment Example | Topics and Well Written Essays - 250 words

Unit 2 - Assignment Example They should avoid open-toed shoes and sandals. Open shoes present hazards due to encounter with fluids or heavy or sharp dropping items. Women should be in hosiery or socks while men should wear socks. The female skirts should be knee length or longer. Exposing their chests because of low cut pants is inappropriate. Males are better in official trousers and shirts than in t-shirts (VCU 2012) A medical professional should be learned and be in possession of a degree from a technical or vocational school, or community college. The specifics of a medical professional depend on the position one seeks and the program attended. A professional must be accountable to the society and the patients on issues regarding health. A medical professional is responsive and available any time as a way accepting the commitment to the service. The professional respects other people be it patients, families, or other medical staffs. Finally, one must be committed to being fair, straightforward, and truthful while interacting with other people within the profession (Jonsen 2013). As a professional, my actions and decisions serve the welfare of others even at my own costs. I observe the code of ethics that specifies the obligations to my duties. I exercise good judgments, complete my responsibilities, and develop sensitive, mature and effective relationships with others. I respect other people, be it residents, medical students, or team members. My dress code is always smart whether in official or casual wears. I also remain truthful to my words while communicating with other

Effects of Technology on Enviroment Essay Example for Free

Effects of Technology on Enviroment Essay Effects of technology on environment. Selection of topic Now a day the world relies totally on technologies. Therefore, it is important to discuss on the effect caused on environment due to these technologies. Aims and objectives To study about effects of technology on earth. To study its negative and positive impact on environment. To discuss how to decreases its ill effect. To analysis the energy consumed per year on technologies. Relevance The Negative Ecological Impacts of Technology One of the biggest problems the world faces today is the amount of energy that is consumed globally. With almost all of the worlds businesses using computer technology to operate, the energy consumption of the industrial world is constantly on the increase. Countries such as the United States where the average employee works more than 40 hours a week, as a result, the energy consumption of a typical office in the United States is likely to be higher than that of an office in a country where the average work week does not exceed 40 hours. Many offices run their computer systems on a mainframe server. This server is usually running 24 hours a day and is rarely shut down. To keep these servers from overheating, fans are installed within the hard drives. With the combined energy of the fans and the operation of the servers, the amount of energy being consumed is huge and results in a very high thermal count. According to the International Energy Agency or, IEA, around 4% of the worlds energy consumption in 2008 was due to the mass use of information communications technologies. This figure is predicted to rise to an incredible 40% by the time the year 2030 arrives. By this time, the demands on the worlds electricity sources will have also doubled globally and companies will need to have a viable solution to prevent computer technologies from being a major drain on the worlds energy resources. The  Positive Ecological Impacts of Technology Despite the claims that technology is to blame for many of the worlds ecological problems, technology has also served to improve the shape of our planet. Since the rise of technology in the workplace, numerous ICT companies have been designing greener technology to combat the detrimental effect that computers and their accompanying technology have on the environment. One of the best known organizations is the Green Grid. The Green Grid is an organization that consists of IT companies and professionals from around the world. The Green Grid is devising ways to improve the way energy is consumed by IT oriented businesses and their offices. One of the biggest achievements of the Green Grid is the Power Usage Effectiveness or, PUE, metric system. This system records data center energy consumption. How it works is by recording the energy consumption of a data center or mainframe server every 15 minutes. By recording in these 15 minute increments it helps those monitoring the data to notice if there are any energy fluctuations and if the data center systems are using an adequate amount of energy. The long term goal of the Green Grid is to introduce a standard system that allows business managers and IT operatives to compare the amount of the energy they are consuming and if necessary resolve ways to reduce it. Another technology that is having positive impacts on the environment is low carbon technology. Low carbon technology is a form of technology that has been developed in China. Largely developed because of Chinas low carbon footprint in comparison to other developing countries, the low carbon technology aims to offset the amount of emissions polluting the air by using renewable fossil fuels. Observation Improvements in the technology have antagonistic effects on the human life along with the positive effects. The growth of the technology leads to very severe problems like pollution, unemployment, effects social life of the humans etc.. First of all, the most serious problem is pollution, which is created by the technological inventions like vehicles, industries, etc.. Now-a-days the vehicles like cars, bikes are increasing which is leading to increase in pollution. The other problem is radiation caused by the increase in the mobile phones. Secondly, in most of the developing countries like  India the major problem is unemployment. This problem is mostly caused by the increase in the instruments, which are the results of improvement in the technology. Finally, in today’s world all the people are getting addicted to the internet like social sites, games and they also becoming victims of the google. For example, all the persons are getting involved in the facebook and they are not at all bothering about the surrounding world, this may leading them away from the social life and sometimes it also creates problems in the families. The other example, everyone in this world is depending on google for each and everything and they are not at all referring to the books. However, most of the people say that improvements in technology like software solutions creates employment, but that is not true because the employment created by the software field is less than the employments which is decreased by the instruments in industries. In conclusion, the negative effects of the technology is higher than the advantages from the improvements in technology. Conclusion As a result of the increase in the various forms of technology, there are many positive and negative ecological impacts on the planet. Through the rise in modern technology and increase in globalization, there is a high increase in energy consumption. This in turn has devastating effects on the planets climate and air quality. However, without modern technology there would not be the capability to improve energy management systems or to develop environmentally friendly products such as bio-fuels. To make a progressive step towards reducing the amount of damage technology does to the environment, it is necessary to find ways to manage new technology responsibly so that it can continue to have positive ecological impacts. Analysis

Oedipus The King and the Existence of Man :: Oedipus the King Oedipus Rex

Oedipus The King and the Existence of Man      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Since the beginning of time, man has used various methods on which to pass down stories, beliefs, and myths which explain different aspects of life. From oral tradition, to pictographs, to clay tablets, and onto paper, all compose the world of literature. Literature has always been an infinite realm of ideas, morals, and trains of thought.   Although the sphere of literature is encircled with extreme diversity of thought, its core is focused on one theme: man. All literature carries with itself three main characteristics: it is written by man, for man, and about man. Oedipus the King, the great Greek tragedy by the unparalleled philosopher, Sophocles, is no exception to literature's domain. It deals with one king, Oedipus, and his plight to avenge the death of his predecessor, King Laios. In his determined search to find the murderer, he establishes a proclamation which would demand the banishment and even the death of the murderer. In his ironic action, the reader discovers that this murderer that Oedipus is so determined to discover is none other than Oedipus himself. In adhesion to the definition of literature, this tragic plot reveals to the reader three main commentaries about the nature of man: man cannot escape his past, pride is the sin which leads man to greater evils, and although the life of man is in itself a positive good, there will always be a shadow of terrible tragedy that falls across it.      Ã‚  Ã‚  Ã‚  Ã‚   All throughout literature, many works have portrayed characters who carry with them a dark and gloomy past, and try to tear this shameful history of their lives from the books of their life. Unfortunately, this is impossible due to the fact that the past is a precursor to the present which, in turn, determines one's future. It is one's past that makes one what he or she is today. For example, if an individual committed ruthless acts such as theft or murder, was not caught by the law, and later realizes that that particular aspect of his or her life has caused them great grief and regret, he or she will make the effort to change and become a new individual. Let us say that individual becomes Oedipus The King and the Existence of Man :: Oedipus the King Oedipus Rex Oedipus The King and the Existence of Man      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Since the beginning of time, man has used various methods on which to pass down stories, beliefs, and myths which explain different aspects of life. From oral tradition, to pictographs, to clay tablets, and onto paper, all compose the world of literature. Literature has always been an infinite realm of ideas, morals, and trains of thought.   Although the sphere of literature is encircled with extreme diversity of thought, its core is focused on one theme: man. All literature carries with itself three main characteristics: it is written by man, for man, and about man. Oedipus the King, the great Greek tragedy by the unparalleled philosopher, Sophocles, is no exception to literature's domain. It deals with one king, Oedipus, and his plight to avenge the death of his predecessor, King Laios. In his determined search to find the murderer, he establishes a proclamation which would demand the banishment and even the death of the murderer. In his ironic action, the reader discovers that this murderer that Oedipus is so determined to discover is none other than Oedipus himself. In adhesion to the definition of literature, this tragic plot reveals to the reader three main commentaries about the nature of man: man cannot escape his past, pride is the sin which leads man to greater evils, and although the life of man is in itself a positive good, there will always be a shadow of terrible tragedy that falls across it.      Ã‚  Ã‚  Ã‚  Ã‚   All throughout literature, many works have portrayed characters who carry with them a dark and gloomy past, and try to tear this shameful history of their lives from the books of their life. Unfortunately, this is impossible due to the fact that the past is a precursor to the present which, in turn, determines one's future. It is one's past that makes one what he or she is today. For example, if an individual committed ruthless acts such as theft or murder, was not caught by the law, and later realizes that that particular aspect of his or her life has caused them great grief and regret, he or she will make the effort to change and become a new individual. Let us say that individual becomes

Snickers Chocolate’s Global Share

Global Candy Sales | | |Market Share |$ Sales in Millions | |Brand |Company |2011 |2012 |2011 |2012* | |Snickers |Mars Inc |1. 7 |1. 8 |$3,286 |$3,572 | |M&M's |Mars Inc |1. 8 |1. |$3,380 |$3,494 | |Trident |Kraft Foods Inc |1. 8 |1. 7 |$3,354 |$3,321 | |Reese's |Hershey Co, The |1. 3 |1. 4 |$2,553 |$2,679 | |Galaxy/Dove |Mars Inc |1. 3 |1. 3 |$2,407 |$2,597 | |Milka |Kraft Foods Inc |1. 3 |1. |$2,530 |$2,510 | |Cadbury Dairy Milk |Kraft Foods Inc |1. 3 |1. 3 |$2,414 |$2,506 | |Orbit |Mars Inc |1. 3 |1. 3 |$2,441 |$2,501 | |Extra |Mars Inc |1. 1 |1. 2 |$2,115 |$2,231 | |Kit Kat |Nestle SA |1. 0 |1. |$1,933 |$1,979 | |Mentos |Perfetti Van Melle Group |0. 9 |0. 9 |$1,649 |$1,711 | U. S. Candy Sales | | |Market Share |$ Sales in Millions | |Brand |Company |2011 |2012 |2011 |2012* | |Reese's |Hershey Co, The |7. |7. 7 |$2,479 |$2,603 | |M's |Mars Inc |6. 8 |6. 8 |$2,238 |$2,300 | |Snickers |Mars Inc |5. 5 |6. 0 |$1,815 |$2,020 | |Kit Kat |Hershey Co, The |2. 8 |2. 8 |$917 |$948 | |Twizzl ers |Hershey Co, The |2. 3 |2. |$746 |$801 | |Trident |Kraft Foods Inc |2. 2 |2. 0 |$732 |$674 | |Twix |Mars Inc |1. 8 |1. 9 |$598 |$655 | |Extra |Mars Inc |1. 8 |1. 8 |$598 |$610 | |Orbit |Mars Inc |1. 7 |1. |$561 |$549 | |Milky Way |Mars Inc |1. 6 |1. 6 |$516 |$539 | |Galaxy/Dove |Mars Inc |1. 6 |1. 5 |$523 |$504 | |Starburst |Mars Inc |1. 3 |1. 4 |$433 |$467 | |Godiva |Yildiz Holding AS |1. 1 |1. |$373 |$391 | |*2012 figures are projections. Source: Euromonitor Internationa | | | | | |Snickers Surging to Top of Global Candy Race | |Mars-Owned Candy Bar Set to Pass Sibling M&M's, Kraft's Trident in New Euromonitor Ranking | |By: E.J. Schultz Published: September 20, 2012 | |208share this page | |[pic][pic][pic][pic] | |There is a new candy kingpin. | |Snickers will pass M&M's as the top international confectionery brand by the end of the year, giving the 82-year-old candy bar a satisfying | |victory in the global chocolate wars, according to a projection by Euromonitor Intern ational. |Snickers is â€Å"definitely on target to surpass M&M's,† Lee Linthicum, Euromonitor's global head of food research, told Ad Age. He cited U. S. | |innovations and strong growth in emerging markets as factors in moving the candy bar from No. 3 to No. 1, also surpassing Trident. Going | |forward, the race for the top is now a sibling rivalry because Mars Inc. owns Snickers and M&M's, which are separated by a razor-thin | |margin. | |While a win for Mars, the rankings are a loss for Kraft Foods' Trident. The gum brand fell from second to third place as projected 2012 | |worldwide sales slipped to $3. 2 billion from $3. 35 billion in 2011. Kraft remains the global leader with 14. 7% share when all confectionery| |brands are totaled. But the food giant's share of the category fell from 14. 8% in 2011, while No. 2 Mars jumped to 14. 4% from 14. 1%, | |according to Euromonitor. | |The shift at the top was first reported by Candy & Snack Today, a publication by the Nationa l Confectioners Association. | |Among individual brands, the worldwide candy battle remains close and fragmented, with only a fraction of a share point separating the top | |10. |Snickers is expected to surge from $3. 29 billion in global sales last year to $3. 57 billion for 2012, capturing a 1. 8% share, according to | |Euromonitor projections. The brand, whose ad agency is BBDO, has been backed with major media investments in recent years, including Super | |Bowl spots featuring Betty White and Roseanne Barr, who have both stared in the ongoing â€Å"You're Not You When You're Hungry† campaign. | |But M's — which Mars featured in this year's Super Bowl spot– is not far behind, growing from $3. 38 billion to $3. 9 billion in global | |sales, according to Euromonitor projections. | |Mr. Linthicum attributed Snickers' climb to its strong performance in the U. S. , which accounts for a huge share of the global candy market. | |Domestically, the candy bar has aggr essively pushed a line extension called Snickers Peanut Butter Squared, which launched last year and | |features two square-shape bars that adds peanut butter to the familiar mix of peanuts, caramel, nougat and milk chocolate. | |Globally, the brand is benefiting from strong growth in Eastern Europe.In Russia, sales have doubled since 2007 to $300 million, partly as | |a result of distribution gains Mars has made by acquiring some ex-Soviet chocolate companies, he said. While that should also help M's, | |the bite-size candies face more competition in the region, where smaller candies are more established and familiar, Mr. Linthicum said. By | |contrast, candy bars like Snickers are more of a novelty, he said. | |In the U. S. , Hershey Co. ‘s Reese's is expected to remain the top brand, with a projected $2. 6 billion in sales capturing 7. % market share | |for 2012, according to Euromonitor, which uses a variety of sources to track all sales channels, from Walmart to vending m achines. M&M's, | |which is also handled by BBDO, is projected to hold onto the No. 2 slot stateside with 6. 8% share, followed by Snicker's (6%) and Hershey's | |Kit Kat (2. 8%). | |Still, Reese's remains stuck in fourth place globally with 1. 4% share, according to Euromonitor projections. The reasons are twofold: | |Hershey has less of a global footprint than Mars, Mr. Linthicum said. Also, peanut butter is not as popular in Europe as it is in the | |States.It is a â€Å"very uniquely American thing,† he said. â€Å"That sweet-savory juxtaposition of flavors is something of an acquired taste. † | |Mr. Linthicum pinned Trident's struggles on stiff competition from Wrigley 5, the Mars-owned brand that launched in the states in 2007 with | |slick packaging, innovative flavors and a highly produced ad campaign by Energy BBDO called â€Å"Stimulate Your Senses. † | |The flashy appeal has resonated globally. â€Å"It's even gaining share in Greece of all places,â €  Mr. Linthicum said. â€Å"Everywhere they release it| |around the world †¦ it's worked. † In the U.S. , Wrigley 5 is now the 4th-largest gum brand with a 7. 43% share, according to SymphonyIRI, | |which excludes Walmart. | |Kraft, which on Oct. 1 will split off its candy and snacking business into a company called Mondelez International, is fighting back with | |its first global ad campaign for Trident by Saatchi & Saatchi that is more emotional than previous efforts, which had touted functional | |benefits such as oral health and vitamins. Meanwhile, in the States Kraft recently rolled out â€Å"ID Gum by Stride,† featuring artsy packaging | |and a gimmick-filled campaign by Droga5. |