The Kraft Foods’ gum brand, Trident, is finally launching their first ever global campaign. With the tagline “See What Unfolds”, the campaign’s target group are young people full of joy and desire for adventure.
The ad itself is very interesting, although when I first saw it, reminded me of a video of the song that plays in the background (The Naked And Famous – Young Blood). Some scenes are even completely the same. Nevertheless, it shows the right picture of the product – when you chew a gum, you will have all the joy and happiness you need, all the fun, the biggest adventures and everything that goes with it:
Naked And Famous – Young Blood:
After several independent campaigns for their other products such as Vitality, Layers and White, Trident’s goal was to approach the youth with one global campaign: “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,” said the brand in a statement.
The campaign was created by Saatchi & Saatchi after winning the global account last year from WPP’s JWT, and it will run in at least 17 countries, starting today in the U.S.
“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,” Trident said.
It would also seem that by taking a global approach with one message, Kraft is stretching its marketing dollars. But a Kraft spokeswoman said that the strategy “is an opportunity for us to embrace the entire portfolio and project that one Trident message.”