In 2011, Trident introduced Vitality – a new gum that blends unique flavors and inspired ingredients.

The gum was created to appeal to a more aspirational consumer, who embodies a playful yet sophisticated spirit and is conscious of the latest cultural and technological trends. Our challenge was to create an interactive and shareable experience that brought to life the unique ingredients of the Awaken brand and would appeal to this fickle target. We created Falling Stars, the first branded digital toy app for iOS devices, a generative art and music app allowing consumers to draw musical compositions with sound. Falling Stars was designed to immerse consumers in the essence of Awaken through physical interaction and guided self-expression. The digital toy provided a cinematic, multi-sensory experience that consumers strongly responded to, turning legions of creative class millennials into fans of the brand. - Over 800,000 downloads and still going strong- Over 5 million plays- Over 1.5 million shares- And well over 1,000 ratings in the app store Falling Stars is featured on Staff Picks, What’s Hot, New and Noteworthy and has been a top ten free entertainment app.