Trident ChewTunes

Challenge: How does a 57-year-old gum brand restore growth and relevance with a consumer less than half its age?

Idea: We turned packs of Trident into AR keyboards and Trident fans into music producers. Using a simple filter, shoppers could scan, play, and share their custom tunes, and music videos on social, for a chance to win a trip to the Grammy’s. We also designed the limited edition packaging.