Kraft Food’s chewing gum brand Trident has launched a debut global campaign, which celebrates all the opportunities life can give us. The new ‘See What Unfolds’ campaign by Saatchi & Saatchi, New York, which broke on Monday, is targeted at millennials—people in their 20s and 30s, who want to experience everything the day can give and make their own decisions. In its core idea, the new marketing initiative, which as reported by Ad Age is set to roll out in at least 17 countries, including the U.S., is in some way similar to the controversial Diesel’s ‘Be Stupid’ or Levi’s ‘Go Forth’ campaigns combined, but of course is less provoking than the first one and less rebellious than the second one.
“What can be more exciting, more exhilarating than the opportunities presented to us in the form of the unexpected? We’ve got something unexpected coming your way soon! While you may be on the long and winding road today, prepare yourself for the road less travelled,” wrote the brand on its Facebook wall one day before the launch of the new initiative.
As the 1-minute vibrant spot (which brings hilarious OK GO! videos to mind) proves, the brand really has a lot of positivity and inspiration in stock. The new marketing initiative is more about pulling the emotional vibe than offering any practical solutions, but still it’s a huge step for the brand since before it used to launch only separate campaigns for the gum’s varieties such as Layers (with desert flavors), White (for teeth whitening) and Vitality (which includes one flavor with Vitamin C), and the new campaign promotes all the offerings altogether.
“The campaign came to life after realizing that while the Trident brand was widely acknowledged for its functionality—whitening, added vitamins, cavity-fighting, etc.—consumers around the world continued to seek a deeper and emotional connection with brand,” stated Trident. “This new singular voice will target that unique millennial mind-set of 18-to-39-year-olds, whereas in the past individual campaigns focused on specific targets, like moms.”