Trident Gum
Chew Through

When life gets off track, Trident is there to restore your rhythm. But what if that inner rhythm could become an outer anthem?

Built on the science that chewing helps relieve stress—and that music does too—we created Chew Tunes; turning each pack into a playable keyboard, allowing users to generate and remix music using flavor-based sound samples, layered through an AR experience. What began as a behavioral insight became a way for people to transform their everyday stress into sound.

Launched in partnership with T-Pain, the activation extended into social, UGC and experiential content designed for “remix culture” and shareability.

Chew through with #ChewTunes

Award: 2021 One Show Shortlist