“Masca e Destrava” is the positioning of Trident. The idea is for the consumer to use chewing gum as an ally to relieve the small tensions of everyday life, bringing up a more authentic and fun attitude. The integrated campaign, created by Sapient AG2, seeks to bring examples of everyday life that can be lightened in partnership with Trident.
The action opens on September 15, with a tweet made by several influencers, who will present to the audience the new concept of the brand. A film was also produced that shows several situations in which Trident appears to help resolve small daily tensions, which are happening even in people's homes during isolation. The campaign also includes a series of complementary actions such as a special project with Spotify, with the creation of personalized playlists, designed to help the public to unlock those conversations that can be difficult, in a super fun way.
“This new moment manages to make Trident's positioning even more relevant. The entire population, including young people, are experiencing many challenges and moments of anxiety during the pandemic. Trident remains with its consumers and can be a great ally to alleviate these small moments of tension, inside or outside the home ”, says Anna Carolina Teixeira, director of Gomas e Balas at Mondelēz Brasil.
“Trident has always believed that by helping people to relax, it helps to unlock a more positive and witty attitude. More witty people contribute to a more witty, lighter world. And that is exactly the role that the brand reinforces with the new campaign, especially considering the context we are living in, we could not have a more pertinent message ”, says João Vicente, Head of Growth Strategy at Sapient AG2.
Agency: Sapient AG2
Studio : Piloto
Role: Art director, Designer, Illustrator.