Mondelez International: Trident Chew Tunes

Trident Gum, an American chewing gum brand, increased its relevance and brand affinity with Gen Z by creating a transformative music programme.

Campaign details

Brand: Mondelez InternationalBrand owner: Mondelez InternationalEntrant company: VMLY&R Commerce, ChicagoMedia: VaynerMedia, New YorkPR: Ketchum, New YorkMarket: North AmericaSector: ConfectioneryMedia channels: Competiions & contests, Merchandise & free gifts, Mobile & apps, Online display, Online video, Packaging & design, Point-of-purhcase, in-store, Public relations, Radio & audio, Social media, Virtual & augmented reality, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

With brands everywhere trying to connect with Gen-Z, Trident needed to find a unique way in. Knowing the target is one...

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