Trident is getting a fresh burst of personality — and it starts with TriDifferent, a bold new global campaign from Perfetti Van Melle, designed to energize Gen Z and shake up the sameness of everyday life. Created by FCB London and FCB Chicago, and brought to life by director Gustav Sundström, TriDifferent challenges young audiences to embrace the unexpected — starting with something as simple as a piece of gum.
As the first campaign since Trident joined Perfetti Van Melle’s portfolio in 2023, TriDifferent sets the tone for a more playful, culturally attuned brand identity. Rooted in the insight that younger consumers crave originality in an increasingly uniform world, the campaign positions Trident as a spark — a playful, flavour-packed nudge toward spontaneity.
“We set out to build a message that reflects how consumers experience culture today,” said Ana Gomez del Campo, global marketing manager at Perfetti Van Melle. “TriDifferent captures the energy of a generation navigating a world where everything feels the same — from the shoes you wear to the shows you stream. Trident is here to help break that pattern.”
Launching globally on August 4, the campaign spans TV, digital, social, and influencer content across key markets, including the United States, Canada, Spain, Portugal, and Greece. The creative, designed with Gen Z’s taste for visual punch, humour, and expressive storytelling, centers around two short films and a suite of social-first assets. Each piece illustrates how small, unexpected choices — like choosing a bold gum flavour — can shift your mood and perspective.
From surreal moments in daily life to vibrant visual metaphors, TriDifferent invites consumers to say yes to the surprising. According to Owen Lee, chief creative officer at FCB London, “With its energy, playfulness, and spirit of having fun with who you are, TriDifferent is a big, ownable platform that empowers Gen Z to embrace life’s unexpected moments — one gum at a time.”
This campaign not only marks Trident’s creative rebirth but also signals a broader ambition: to reignite its presence in the global gum market through storytelling that resonates with the next generation. With flavours as varied as the moods they inspire, Trident isn’t just refreshing your breath — it’s refreshing your outlook.
