TRIDENT CHEW TUNES

Trident was struggling with a lack of growth to the brand due to a lack of relevancy with their younger consumers. The brand’s national campaign was focusing on ‘Chewing Through’ life’s everyday tensions. In concepting, we found that music is an enjoyable way to relieve stress especially among our gen-z and millennial target. Using this insight, we created the Chew Tunes program that gives our shoppers a tool to chew through the everyday stresses with a fun and engaging way to create their own rhythm.

We turned packs of Trident into AR keyboards and Trident fans into music producers. Using a simple filter, shoppers could scan, play, and share their custom tunes, and music videos on social, for a chance to win a trip to the Grammy’s. We also had the opportunity to design the limited edition packaging, with each flavor sku depicting a different genre of music, ranging from pop, reggae, classic and hip hop.