TriDifferent, a new creative platform for Trident Gum, sees Gen Z as its target audience. The brand is positioned as a way to defy sameness.

It also marks Trident’s first campaign since joining Perfetti Van Melle's portfolio in 2023 and the company appointing IPG as a global partner for various gum brands, such as Trident, Dentyne,Hollywood and Bubblicious.

The creative was developed by FCB London in collaboration with FCB Chicago.

“Gen Z has an innate desire to explore and try new things. Couple that with the fact that Trident gum has more exciting flavors than its competitors and it’s a challenger brand in markets like the U.S. TriDifferent was not only a uniquely ownable brand positioning, it also speaks to the product’s differentiation and the brand’s opportunity,”Owen Lee, chief creative officer, FCB London, told Agency Daily.

The campaign launches globally and includes TV, digital, social and influencer-led content in the U.S., Canada, Spain, Portugal and Greece.

Lee added the work is "born from a really simple idea, that even a tiny moment can change your whole vibe."