Trident is promoting its new Sour Patch Kids gum on TikTok in a tie-up with R&B singer star Chloe Bailey—it's asking viewers to chew to the beat of her new song.
Bailey, who goes by the stage name Chlöe, has recorded a special music track for the campaign called "Trident Vibes" that she posted on TikTok with a "#ChewTheVibes" TikTok challenge. The idea is to invite fans to mimic her choreography and chew to the beat (use of gum is not required). Fans can post their own versions on TikTok from today to Sept. 19 to enter a contest and win prizes such as cash and headphones. Plus, some "#ChewTheVibes Challenge" videos will be posted to Trident's TikTok account.
The campaign is by David Miami and promotes the Mondelez-owned brand's Sour Patch Kids flavor, which features a crunchy, candy-like outer shell that transforms into a smooth sour then sweet flavor chew. It comes in two flavors sold nationwide, Redberry and Blue Raspberry, while the third flavor, Watermelon, will be sold exclusively at Walmart.
“Chlöe has the right sound and vibes to be the face of our new challenge and ignite a spark of fun for all," commented Rohit Sakhamuri, Trident Gum Brand Manager at Mondelēz International.