When life gets off track, Trident is there to restore your rhythm.

But what if that inner rhythm, could become an outer anthem?

Chew through with #ChewTunes

Award: 2021 One Show Shortlist

On-pack activation

Not only does the act of chewing a sugarless wonder like Trident help relieve life’s tensions, but so does making music—and that’s science!

AR activation (instagram)

Scan, play, share.

AR overlay that transforms Trident packs into an interactive music-making device. Turning tasty flavors into tasteful beats.

The top five Trident SKU’s featured unique “sound banks” based on flavor (Rap, R&B, etc.). With each new pack came new flavors to taste and sounds to layer.

Our gum-chewing, beat producing shoppers were encouraged to share their glorious musical creations on socials for a chance to win a trip to the 63rd Grammy Awards or cash prize.

Another nifty case study video. Spoiler: T-pain shows up.

CDs: Matt Stuyck, Jowita Kostek