Trident launched VIBES to reconnect chewing gum with Gen Z culture. Built on contrast — soft texture with an intensely juicy flavor — the campaign leveraged Gen Z’s ironic and self-aware humor to drive engagement.

Rolled out across 10+ global markets, the campaign repositioned chewing gum as a sensory lifestyle accessory. More than just gum, VIBES became a cultural statement: It’s soft. It’s juicy. It’s a vibe.