Trident is shaking up the gum aisle and Gen Z’s mindset with the launch of its bold new creative platform, TriDifferent. Developed by FCB London and FCB Chicago, and brought to life by director Gustav Sundström through MindsEye, the campaign invites younger consumers to break from the monotony of sameness and try something unexpected, starting with a stick of gum.
The global campaign is Trident’s first major brand push since joining the Perfetti Van Melle portfolio in 2023 and positions the gum as a playful spark for spontaneity, self-expression, and fresh vibes.
“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—from shoes to shows—feels increasingly the same. That sameness has created a desire to try something different.”
Launched August 4, TriDifferent is rolling out across TV, digital, social, and influencer channels in key markets including the U.S., Canada, Spain, Portugal, and Greece. With its kinetic visuals, unexpected narrative beats, and wink-of-the-eye humor, the work is tailor-made to resonate with Gen Z’s craving for individuality and originality.
The launch includes two short films and a suite of social-first adaptations that showcase how small choices—like reaching for Trident’s variety of bold flavors—can spark bigger shifts in perspective. In one film, a mundane moment gets upended into a surreal, joyfully chaotic scene, reminding audiences that even tiny choices can change your vibe. Watch below:
“With its energy, playfulness, and spirit of having fun with who you are, TriDifferent is a big, ownable platform for Trident,” said Owen Lee, Chief Creative Officer at FCB London. “It empowers Gen Z to say yes—to try something new and embrace life’s unexpected moments.”
The platform is also a direct result of Perfetti Van Melle’s appointment of Interpublic Group as its global creative partner for its gum brands, which also include Dentyne, Stimorol, Hollywood, V6, Bubblicious, and Bubbaloo.
For Trident, TriDifferent signals a refreshing tone shift—and a new chapter of flavor-fueled rebellion.
CREDITS:
BRAND: Perfetti Van Melle
- Brand Manager: Patricia Russo
- Marketing Manager: Ana Gomez del Campo
- Marketing Director: Arun Sharma
- Consultant: Ineke Koornstra
AGENCY: FCB London
- Agency Producer: Rachael Clarke
- Designers:
- Elliot Roberts-Lawrence
- Anne-Marie Leadbetter
- Maria Kay
- Tessa Bridge
- Dante Attuoni
- Head of Art: Jack Walker
- Account Manager: Pooja Daswani
- Account Director: Mikey Freeman
- Managing Partner: Helena Georghiou
- Planner: Anna Green
- Chief Strategy Officer: Ben Jaffé
- Copywriter: Dave Newbold
- Art Director: Paul Hancock
- Chief Creative Officer: Owen Lee
- Chief Executive Officer: Katy Wright
AGENCY: FCB Chicago
- Copywriters:
- Nik Szpak
- Jake Dunnington
- Art Director: Abby Rogers
- Project Manager: Lily Clark
- Executive Creative Directors:
- Alan Shen
- Chris Walker
PRODUCTION COMPANY: MindsEye
- Director: Gustav Sundström
- Director of Photography: Kasper Wind
- Executive Producer: Charlie Phillips
- Producer: Sia Masoodian
- Production Manager: Tom O’Driscoll
- Stunt Coordinator: Filip Kržišnik
PRODUCTION SERVICES: 2.0 Film
- Producer: Sebastian Krhlikar
- Coordinator: Nina Wojčicki
- 1st AD: Tina Fratnik
- Production Designer: Nataša Rogelj
- Art Director: Urška Mazej
- Stylist: Monika Lorber
- Hair Stylist: Kristina Mandic
- Makeup Artist: Margeta Rebolj
POST/VFX: Selected Works
- VFX Lead: Pete Hodsman
- Colourist: Neilsan Bohl
EDIT: tenthree
- Editor: David Whitaker
MUSIC/SOUND: Twelve Decibels, Strings and Tins
- Sound Producers:
- Millicent White
- Katie Buxton
- Claire Toms
- Sound Designers:
- James Lyme
- Kaspar Broyd
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