Trident’s new campaign uses gum to inspire spontaneous choices

Perfetti Van Melle has introduced TriDifferent, a global creative platform for Trident Gum that encourages Gen Z to break from routine and embrace the unexpected—starting with a piece of gum. The campaign is Trident’s first since joining the Perfetti Van Melle portfolio in 2023 and signals a new direction for the brand.

Aimed at younger audiences seeking originality in a world of increasing sameness, TriDifferent positions Trident as a small yet powerful spark that can inspire playful and expressive choices in everyday life.

Developed by FCB London in collaboration with FCB Chicago, the campaign explores how cultural repetition—from fashion to media consumption—has sparked a desire among Gen Z to try something different. With bold visuals and energetic storytelling, the campaign aims to resonate with an audience drawn to humour, individuality, and visual flair.

Ana Gomez del Campo, Global Marketing Manager, Perfetti Van Melle: "TriDifferent captures the energy of a generation navigating a world where everything feels increasingly the same, from the sneakers you wear to the shows you stream. That sameness has created a desire for people to try something different; something that breaks from sameness."

Launching on August 4, the campaign will run across TV, digital, social media, and influencer-led content in markets including the United States, Canada, Spain, Portugal, and Greece. Two short films, supported by social-first adaptations, highlight how small choices—like chewing gum—can shift mindsets and spark spontaneous moments.

Owen Lee, Chief Creative Officer, FCB London: "With its energy, playfulness, and spirit of having fun with who you are, TriDifferent is a big, ownable platform for Trident that captures Gen Z’s innate desire to explore and try new things. Born from a really simple idea, that even a tiny moment can change your whole vibe, TriDifferent acts as a catalyst, empowering Gen Z to say yes to try something new and embrace life’s unexpected moments—one experience at a time."

Directed by Gustav Sundström through MindsEye, the creative introduces a fresh tone for Trident’s voice in the global gum category. It also follows Perfetti Van Melle’s appointment of Interpublic Group as global partner for brands in its gum portfolio, which includes Dentyne, Stimorol, Hollywood, V6, Bubblicious, and Bubbaloo.

www.perfettivanmelle.com

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