Trident had fallen out of touch with its core youth audience. Like most gum brands in Europe, Trident had been taking itself seriously and behaving like a functional food brand on the defensive: talking about how useful it is and the benefits it offers for well-being.We noticed that when Trident was more irreverent and light-hearted it was more successful with young people. Our audience take pride in being fun, spontaneous, impulsive and irrational; buying into brands that behave in ways that reflect these values and push boundaries.

In order to generate stand out in the flyposter environment we had to ensure that the design of our posters was iconic and bold; but fun at the same time. We used bright colours and strong lines to project the ‘Pointless Fun’ attitude to our audience in this urban environment; with the animal images connecting to the actual ‘Pointless Fun’ events that we were bringing to life.The pointlessfun.com call to action connected the off-line to the online world leading the consumer to an abundance of shareable 'pointless fun' content online; with the design theme carrying through to the cyber world.

The flyposters were seen by our youth audience in the key urban districts of Bilbao, Madrid and Barcelona, amplifying the events taking place in those areas and the TV campaign that ran throughout September and October.The flyposters contributed to the million+ visits to the pointlessfun.com website and consumer awareness that Trident Senses is ‘Pointless Fun’.