Trident

CLIENT :

Trident

AGENCY :

Johannes Leonardo

Partnering with Mondelez in a global marketing experiment, we structured a small, agile team to develop and produce creative within a highly accelerated timeframe. The aim of which was to deploy in a test market, prove out the sales impact and then scale globally. It all kicked off with a regional effort during the 2014 Super Bowl for Trident Introducing “The Chew Life.” 

“The Chew Life” is an attitude, not a form of expression. It’s a means of existing in a distracting, overwhelming and very vocal world. It celebrates a generation that doesn't make excuses, but simply lives the way that feels right for them. It acknowledges those out in the world, human or not, who live with a quiet confidence and effortless cool that can be found in the simple act of chewing. Gum never appeared as the catalyst for this lifestyle, rather it played a broader role in life and said something about who you are