Kraft Foods' Trident gum is launching its first global campaign, and making major shifts in its strategic and creative approaches in the process.
Trident has been running separate, mostly functionally-oriented campaigns for its separate brands (White brightens teeth, Vitality includes Vitamin C, etc.)
The new campaign -- the first for the brand by Saatchi and Saatchi New York -- integrates all of Trident's varieties under the umbrella theme "See What Unfolds," and seeks to make an emotional connection with consumers 18 to 39.
The first, 30-second ad, "Anthem," stresses the pleasurable sensations of chewing Trident ("It's like a smile for your brain that starts in your mouth") and associates it with fun, adventurous activities being enjoyed by young adult consumers.
The spot began airing in the U.S. today, and will run in at least 17 countries, reported Ad Age.