Trident Chew Through - HMT Associates

Trident Chew Through

our challenge


Drive awareness and buzz for Trident’s new CHEW THROUGH campaign and make Trident gum synonymous with tension relief.

our insight


A simple stick of gum can help me face the tensions brought on by the daily rush hour commute.

our solution


With 7.6M people using public transportation, we intercepted commuters with bold transit takeovers in Philadelphia, Chicago and Atlanta, and inspired them to “CHEW THROUGH” with Trident as well as a surprise pop-up performance by T-Pain during rush hour in Chicago.

our results
transit media impressions generated
earned media impressions
samples distributed in 3 days