• by Karlene Lukovitz  @KLmarketdaily, October 14, 2010

To support the launch of Trident Layers' Cool Mint + Melon Fresco flavor, the brand will run a one-day promotion in which people who grab taxis from a special stand in Manhattan's Times Square can pay for their rides with packs of Trident Layers.

Between 6:30 a.m. and 2:30 p.m. on Oct. 21, Trident will run a branded cab stand/promotion area at the corner of Broadway and 42nd Street.

People who present a pack of Trident Layers -- either purchased or one of the free sample packs that will be distributed at the promotion location, while supplies last -- can use the pack to "pay" for a trip anywhere within the city limits in designated Trident Layers cabs.

The novel promotion ties in with the theme of Trident Layers' national, integrated marketing campaign: "So good you'll want to get paid in gum!"

While waiting for their cab rides, people will be able to participate in a number of activities.

A "Grab for Mint" game will offer the opportunity to enter a cylinder where 120 mint leaves are continually circulating, and grab as many as they can within 20 seconds to earn prizes.

They will also be able to pose for photos with celebrities, including reality TV star/chef Bethenny Frankel, and pick up coupons for the gum.