‘Chewing Hands’, Our First Work for Trident

Since we added Trident gum to our confectionery brand shelf, where it sits alongside our other Mondelez brands Halls, Stride and freshest new addition, Trebor, we’ve been busy chewing their entire catalogue of sugar-free flavours and developing our first campaign.

We’re excited to share the results today: our Trident ‘Chewing Hands’ campaign launched on TV in the USA with a 15” spot, directed by the talented Benjamin Weinstein.


The campaign introduces the sugar-free gum brand’s clever new product, Trident Unwrapped, a bottled soft gum that puts the product people love in a clever new wrapper-less format. Super useful, right? 

The TV spot is accompanied by a 30” online film, hosted on Trident’s YouTube channel. 

Sugar-free gum has never felt so convenient.

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