Trident gum and a creative flow

By Admin I :   We’re finally reviewing one local campaign that captured our attention since a long time but didn’t have the chance to blog about it for many reasons (it’s one reason actually, we didn’t have a blog!) It’s Trident with a series of successful campaigns, for two approaches: “Longer than forever” for Trident everlasting, and “The flavor you can’t get rid of” for the other Tridents, mainly the ones without the pretentious impractical black package.

The flow started with 3 visuals falling under “Longer than forever” addressing a young hip generation, with one of all time copywriting hit approaches: “A boyfriend playing video games, girlfriend getting ready and of course Med school!” The result came fresh and dynamic and very very smart.

Under the same concept, and also based on copywriting, another approach was launched, this time even smarter but with a minor malfunction: “Type was too small to be read on streets, and maybe too smart for the mass” talking life narratives from birth to senior years to illustrate an endless time, but again, Trident proved successful!

“The flavor your can’t get rid of” was based on a fun colorful visual approach with a clean art direction, easy to decode and very interactive with the use of a giant fruit’s mascot sticking to the human figure and getting engaged in every activity. The approach came out to be a hit and had several seasonal releases, even though the use of a mascot came a bit repetitive with another local brand using it simultaneously (Tanmia Chicken by Grey Beirut).

The new campaign for Trident coated gum always by Leoburnett Beirut, was not by any means less successful especially with the coating/winter coat association, just the right amount of fun poured onto this interesting advertising journey. This season’s campaign was complemented with a controversial radio ad, causing a positive buzz between the fun and the obnoxious which is in its essence the main concept of it: A flavor you can’t get rid of!

Great job!!

Photo credit: beirutdriveby.com