Busting people out of their gum rut.
Consumers were used to hard-coated gum “pellets.” Trident had a new gum experience it was ready to debut in a convenient format: 50 soft pieces in an easy-to-access package without any wrappers. Trident needed to cause a stir at retail to get New Trident Unwrapped noticed and educate shoppers that the flavors they loved now came in the convenience of unwrapped, cavity-fighting soft pieces.
Introducing a cheekier way to protect teeth.
We launched a tongue-in-cheek campaign that broke consumers out of their same-pack gum habit with a memorable message and arresting graphics. We surprised consumers out-of-store by “exposing” Trident’s new news. At retail, we armed the brand’s top accounts with custom POS solutions that differentiated Trident Unwrapped at shelf and reinforced the “in-the-buff” pieces. The result? An irreverent national activation that resonated with the Millennial target and inspired them to shed their inhibitions about going “full monty” with their gum choice.
