Trident
#TridentOnTheBeat: Hitting the right notes to drive long-term brand equity.
The objective
Reinforcing Trident's positioning as the go-to sugar-free gum in Egypt
To introduce its new flavors to the Egyptian market, Trident Egypt set out to do more than just raise awareness—it aimed to become part of Gen Z’s everyday culture. Understanding that this mobile-first audience values creativity, relatability, and entertainment, the brand leaned into TikTok’s unique environment to meet them where they are most engaged.
The solution
Blending music, movement and interactivity to win Gen Z's attention
To bring the campaign to life, Trident tapped into TikTok’s full creative ecosystem. The brand began with high-quality brand-led content via TikTok Creative Exchange (TTCX), setting the tone with storytelling that resonated with the TikTok community.A Branded Mission invited creators to take part in the movement, dancing to the upbeat “Trident on the Beat” track. To amplify interactivity, a Branded Effect with a flavor randomizer kept the content playful and surprising. Together, these features unlocked a dynamic, multi-touch campaign that turned Trident’s new flavors into a trend.To maximize reach and impact, the campaign also utilized paid solutions such as In-Feed Ads and Top Feed placements, ensuring the message showed up where Gen Z spends their time and attention. The result? A campaign that blurred the line between entertainment and brand experience—delivering flavor with every scroll.
The results
Outperforming benchmarks and building momentum among Gen Z
The campaign delivered exceptional results, outperforming benchmarks and building momentum among Gen Z communities on TikTok:
70M+ video views (40% above benchmark)
12.1K+ creator videos (706% above benchmark)
1.5M+ engagements (37% above benchmark)
2377% increase in Trident-related searches, year over year
The data highlights a powerful takeaway: Trident didn’t just show up on TikTok—it showed up in culture. By leading with creativity, music, and co-creation, Trident Egypt became part of Gen Z’s world, sparking brand curiosity and lasting affinity.
