Trident

The objective

Shaking up the way Trident approached product launches

Trident partnered with advertising agencies, DAVID Miami and Media Monks, to reimagine its approach to product launches with the launch of its new Sour Patch Kids gum. The goal was to create a campaign that shows off the gum—its unique flavors and its crunchy, candy-like outer shell that transforms into a smooth, sour then sweet flavor chew—in a way that authentically engages with new audiences. TikTok's participatory nature made it the perfect platform to launch a campaign for the new gum and shake up the industry's traditional marketing approach.

The Solution

Building product awareness and good vibes for their newest gum

To create excitement for the new product and reach new consumers, Trident launched the #ChewTheVibes challenge. Understanding the importance of sound and creators for driving performance on TikTok, the brand teamed up with singer and creator Chlöe Bailey (@chloebaileywashere), who goes by the stage name Chlöe. She asked her followers to mimic her choreography and chew to the beat of the campaign's custom song, "Chew the Vibes."

Audiences were able to post their own versions on TikTok and enter a contest to win prizes such as cash and headphones. To produce the campaign's custom song, Trident, DAVID Miami and Media Monks partnered with The Elements Music (badged TikTok Sound Partner), who were tasked with creating a catchy ear worm that utilizes chewing gum sounds as the beat of the song. By collaborating with the incredible Chlöe Bailey, they set out to replace traditional hi-hats with trap-inspired chewing sounds, while developing melodic rap lyrics that felt truly authentic to Chlöe's style.

The results

Driving brand and sales results through TikTok

Trident's TikTok-first strategy paid off and brought the Trident vibes to audiences. By tapping into Chlöe's 3.7 million followers (June 2023) and TikTok's participatory environment, Trident was able to optimize its content and engagement approach.

The #ChewTheVibes hashtag received over 9.5 billion impressions across the seven days that the challenge ran on TikTok. "Chew the Vibes" also had 115.5 million earned impressions and the sound was so widely celebrated and loved that users begged the artist to release a full version of the song, calling it a "bop" and "fire." One user in particular noted that it should be "a crime for a song to be this catchy."