Trident joined the Perfetti Van Melle gum portfolio in 2023 but has taken two years for its first brand campaign to emerge. In the meantime, in November 2024, Interpublic Group won the Perfetti Van Melle gum brands account, covering Trident, Stimorol, Hollywood, Dentyne, V6, Bubblicious and bubbaloo, with FCB London as lead agency for creative and strategy.
TriDifferent, the new brand platform for Trident, was part of that pitch, capturing Gen Z’s desire to try new things. FCB London and FCB Chicago have collaborated to take TriDifferent to the wildest extreme possible with MindsEye director, Gustav Sundström.
The hero commercial features a young man who ditches the mail room in which he is working by mailing himself to Hawaii. [This has to trigger complaints. Fun to wait and see: ed]
The full campaign, two short films and a series of social-first adaptations, is running across TV, digital, social and influencer-led content in the US, Canada, Spain, Portugal, and Greece.
Credits
Client: Perfetti Van Melle [Trident]
Consultant: Ineke Koornstra
Brand Manager: Patricia Russo
Marketing Manager: Ana Gomez Del Campo
Marketing Director: Arun Sharma
Creative Agency: FCB London
Chief Creative Officer: Owen Lee
Copywriter: Dave Newbold
Art Director: Paul Hancock
Chief Executive Officer: Katy Wright
Agency Producer: Rachael Clarke
Designers: Elliot Roberts-Lawrence, Anne-Marie Leadbetter, Maria Kay, Tessa Bridge &Dante Attuoni
Head of Art: Jack Walker
Account Manager: Pooja Daswani
Account Director: Mikey Freeman
Managing Partner: Helena Georghiou
Planner: Anna Green
Chief Strategy Officer: Ben Jaffé
Creative Agency: FCB Chicago
Project Manager: Lily Clark
Copywriter: Jake Dunnington
Art Director: Abby Rogers
Executive Creative Directors: Alan Shen & Chris Walker
Production: MindsEye
Director: Gustav Sundström
Stunt Coordinator: Filip Kržišnik
Production Manager: Tom O’driscoll
Producer: Sia Masoodian
Executive Producer: Charlie Phillips
Director of Photography:Kasper Wind
Production Service: 2.0 Film
Post Production & VFX: Selected Works
Colourist: Neilsan Bohl
VFX Lead:Pete Hodsman
Editing: Tenthree
Editor: David Whitaker
Music: Twelve Decibels
Sound: String And Tins
Sound Producers: Millicent White, Katie Buxton & Claire Toms
Sound Designers: James Lyme & Kaspar Broyd
