TRIDENT GUM
— Brand Campaign —
Creative Development, Lead Creative, Writing
From increased stigmas around oral fixation, to phones becoming people’s distraction of choice,
chewing gum has been fighting a tough battle against decline in the past few decades.
Trident Gum refused to fade quietly into irrelevance,
so we created a winning campaign based on one simple idea:
“Trident won't make a bad smile better or turn your mouth into a winter wonderland,
but it will make anything and everything you're doing feel just slightly, slightly better.”
An inherently silly campaign requires intensely absurd activations.
Introducing GUMVENTIONS, the dumbest greatest sampling campaign ever, where we
add Trident Gum to everyday objects to slightly slightly improve any everyday experience.
This was slated to be a serious line of product offerings from Trident,
for taking their product out of the register hot zone and into every other aisle in retail spaces.
(My special thanks to the Droga5 Design Team. You people were awesome.)
To promote Trident Gum’s slightly, slightly better upgrade to “Now BURSTING with MORE FLAVOR,”
We invented Bad Idea Trident, a spoof product lineup featuring less gum, less flavor, or way too much packaging.
All for actual distribution, and all stamped “REJECTED” so the real thing could shine.
We even dreamed up The Trident Big News Tour Bus.
An all-wheel-drive, OOH-meets-mobile-sampling-platform vehicle,
Designed to tour America showing how now-bigger, more-flavorful Trident could make even the nation’s biggest landmarks slightly, slightly better.
Even though we won the global business with this idea,
the campaign only made it into the real world in a brave and wonderful land called "Colombia."