Despite being the leading brand in chewing gums in Brazil, Trident saw the bottle segment gain traction throughout a competitor, exploiting one of the few gaps in the brand's portfolio. With that in mind, Trident was set to launch Xsenses, a product focused on younger audiences, with a mix of flavors and textures, materialized on a gum with a crunchy outside and liquid filling.

The task was to regain relevance among Generations M and Z. To other generations chewing gum was a synonym of coolness and attitude, but for them it became boring and meaningless. The brand had to act to bring to life its point of view: chewing unlocks new sensations, therefore allowing consumers to have the attitude to do whatever they want. The starting point to do so would be to combine two territories: gaming and music.

To communicate in games territory we used the most downloaded game in world: the Free Fire. And joining forces to have the greatest combo of all, we invited DJ Alok to be the main character of the campaign: one of the most famous DJ internationally, also a gamer and with a huge fit with the target. Trident Xsenses were responsible for transporting him to a more intense reality, which was materialized in the game with the help of other players via 3 main ideas:

‘Secret Player’: gamers signed up to face secret players, who were actually Bak and Nobru, two of the biggest pro players in Brazil. This was livestream on a famous Twitch channel.

‘Gank’: Names such as Nobru, Calango and Zigueira transferred their audiences to smaller streamers, unlocking new sensations

‘Piñata’ :an invitation to gamers to let it all out and destroy a Trident Xsenses Piñata in Twitch.

The strategy revolved around creating a community where every type of player could interact with Trident Xsenses. Knowing that over 82% of Brazilians between 18 and 35 are self-declared gamers we had a broad target to work with. Specially when considering Free Fire was the game of choice, being the most popular mobile shooter in Brazil.

So, the idea was to segment the campaign according to the type of player we were interacting:

Casual players: they were the ones that enjoy playing non-competitive mobile games for the most part. For them, the impact of a mainstream name such as Alok was important as he was popular within music as well

Competitive/Hardcore players: deeply involved with FreeFire, they know who are the pro players, are always seeking for the edge and getting into the inner circle of the game is important to them.

We brought one of the greatest DJs in the world featuring a song inside the biggest mobile game in the world and chewing the new Trident gum. For the first time, we’ve changed the Free Fire game and got all gamer’s community attention to our film campaign which had more than 11 million views. Trident, already recognized in gamer territory, has raised, and pop up, everywhere with E@S, splits and Always On activations, such as Trident Secret Player, a unique challenge that allowed fans play against the greatest Free Fire pro players. All the touchpoints were covered. And the whole digital campaign pointed to an exclusive ecomm brand page on Amazon.

The campaign had incredible results for trident, not only impacting the brand image but also generating sales. We saw that the performance and engagement rechaed positive outcomes, buiding Trident's image as a innovative brand.

The influencers had an important role in generarint on-line conversations, being the connectors between product, gaming and also music - with Alok also having an impact from a cultural relevance point of view. All of this resulted in:

55% growth in value sales

6% increase of share o value in only 4 months

Brand lift increase of 21 points.

80% of ad recall

Source: Nielsen Retail Index