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Kraft's Trident Launches First Global Campaign

Gum Brand's 'See What Unfolds' Is More Emotional Than Functional

By Published on . 2

Advertising Age Player

Trident, which has long talked about benefits like oral health and vitamins, is leaving that approach behind in its first global campaign.

The Kraft Foods-owned brand instead will tout more-emotional, intangible benefits in an ad premiering this week. With the tagline "See What Unfolds," the campaign targets a wide audience of chewers in their 20s and 30s.

Trident previously ran separate campaigns for varieties such as Vitality (which includes one flavor with vitamin C), Layers (featuring dessert flavors) and White (aimed at teeth whitening). "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," the brand said in a statement.

The effort is the first for Trident by Saatchi & Saatchi, New York, which won the global account last year from WPP's JWT. Ads are scheduled to run in at least 17 countries, including the U.S., where they rolled out today.

"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."

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