Trident's Chloe Bailey TikTok challenge asks you to chew gum like the superstar

TikTok challenge by David Miami promotes new Sour Patch Kids gum flavor

Published On
Sep 13, 2022

Editor's Pick

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.  


Sep 13, 2022
Client :
Agency :
Global CCO & Partner :
Pancho Cassis
Global COO :
Sylvia Panico
Rafael Donato
Group Creative Director :
Artur Lipori
Group Creative Director :
Caro Rebello
Creative Director :
Malena Porcaro
Creative Director :
Matias Ruiz
Art Director :
Seiji Wakabayashi
Copywriter :
Thomas Nitti
Global Chief Strategy Officer :
Paula Vampre
Senior Strategist :
Vanessa Amaral
Group Account Director :
Mariana D'Aprile
Account Supervisor :
Lindsay Cluxton
Senior Account Executive :
Margarita Peña
Global PR Director :
Sandra Azedo
Client Approval :
Ira Shandaryvska
Client Approval :
Olympia Portale
Client Approval :
Natalie Gadbois
Client Approval :
Rohit Sakhamuri
Client Approval :
Beth McMorrow
Production :
Director :
Head of Production :
Mike Davidson
Executive Producer :
Jason Georgen
Senior Producer Content :
Kelsy Zemanski
Producer Content :
Odalis Lopez
Executive Producer Film :
Gabe Reiter
Senior Producer Film :
Kerry Taylor
Line Producer :
Shea Jones
Post Production :
Head of Post Production :
Andrew Bell
Executive Producer - Post :
Heather Saunders
Senior Post Producer :
Melissa Espinosa
Senior Post Producer :
Monica Tyson
Senior Editor :
Katie Paul
Assistant Editor :
Ton Do-Nguyen
Senior Colorist :
James Tillett
Animation + Graphics :
Ulises Ribas
Mix :
Mica Garagiola
QA :
Carla Jarjal
Account Director :
Lexi deVogelaere
Senior Account Manager :
Alina Sanders
Head of Business Affairs :
Peter Feldman
Senior Business Affairs Manager :
Kim Coleman
Business Affairs Manager :
Jane Meeuws
Senior Talent Manager :
Karen Smith
Legal :
Jeremy Evans
Music :
The Elements
Songwriter :
Tamara Bubble
Songwriter :
Matt Nauss
Songwriter :
The Elements Music
Produced by :
The Elements Music
Recorded By :
Chlöe Bailey
Recorded By :
Vladimir Castor
Mixed by :
J. Bonilla
Mixed by :
Vladimir Castor
Producer :
Danielle Beauvoir
Associate Producer :
Belle Newman
Animation :
Creative Director :
Danny Robashkin
Executive Producer :
Oren Robashkin
Producer :
Iana Prakheeva
Executive :
Melissa Lee
Executive :
Jay Barbeau

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