Confectionery brand Perfetti Van Melle is launching a new Gen Z-focused creative platform for its popular Trident chewing gum, encouraging young people to make the most of summer.
Developed in partnership with creative agency FCB London, ‘TriDifferent’ has been designed to inspire Gen Z to “break away from sameness and try something new.”
The campaign will be centred around a firmly tongue-in-cheek 20-second spot directed by Gustav Sundström through MindsEye, that sees a bored young man mail himself to Hawaii from the factory in which he works.
“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.
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“TriDifferent, captures the energy of a generation navigating a world where everything feels increasingly the same, from the sneakers you wear to the shows you stream. That sameness has created a desire for people to try something different; something that breaks from sameness.”
Running globally today (4 August), the work will be pushed out across TV, digital, social media and influencer-led content throughout key markets on both sides of the Atlantic.
Owen Lee, chief creative officer at FCB London added: “With its energy, playfulness, and spirit of having fun with who you are, TriDifferent is a big, ownable platform for Trident that captures Gen Z’s innate desire to explore and try new things.
“Born from a really simple idea, that even a tiny moment can change your whole vibe, TriDifferent acts as a catalyst, empowering Gen Z to say yes to try something new and embrace life’s unexpected moments — one experience at a time.”
