The communication, created by Leo Burnett Tailor Made, focuses on the music scene and features five packages inspired by tourist spots
Trident is the official supporter of the first edition of The Town, a festival that takes place in So Paulo in September. For the event, the brand launched the “Unlock Play in The Town” campaign.
The communication, created by Leo Burnett Tailor Made, focuses on the music scene and features five packs of the Trident line, units inspired by tourist spots in So Paulo such as MASP, Avenida Paulista, Parque Ibirapuera, Aqurio Urbano and Ponte Estaiada.
“Our desire is to be ever closer to our audience, and the territory of music is perfect to connect one of our target’s greatest passions with a moment of consumption that is already super natural for the brand”, said Anna Carolina Teixeira, director of marketing for candies and gum from Mondelz Brasil.
The campaign also features short films, which put the city in the festival mood with the protagonists chewing Trident and experiencing the city.
“For a festival inspired by the city, we created a campaign inspired by the wonderful mixture that So Paulo is. The films that tell of Trident’s sponsorship of The Town 2023 bring all the frenzy that the largest city in the country has, inviting the public to unlock and enter in the festival atmosphere. There’s a businessman on roller skates, a lady with a dog, a skater, a biker and even a bear breakdancing in the street”, said Alessandra Sadock, Creative Director at Leo Burnett TM.
The presence at the festival is part of the strategy to be present in environments that speak to young audiences and that reinforce Trident’s performance in the music territory.