The brand is now called Prident, for the fourth consecutive year, and has an action designed by the agency Leo Burnett
Trident became Priden, for the fourth consecutive year, in reference to the term “pride” in English, pride, for LGBTQIA+ Pride month and launched the “Unlock Pride” campaign, created in partnership with the Leo Burnett agency.
The action aims to offer the brand’s name, visibility and colors to support the LGBTQIA+ community. Additionally, the campaign delves into stories from community influencers, highlighting personal attributes, personality and talents related to the letters of the acronym.
“With “Destrave O Orgulho” our intention is to go far beyond what is determined by the letters that make up the LGBT+ acronym. We believe that Prident’s content is a way of spreading support for literacy and, therefore, we work with the objective of expand the reach of the cause of diversity, equity and inclusion in our content”, says Erica Migales, marketing director for candies and gums at Mondelēz Brasil.
The campaign features content creators with unique personalities, such as Raphael Dumaresq, Bielo, Ana Clara, Tifanny Abreu, Bryanna Nasck, Bruno Martins and Malía.
“Trident has the ability to contribute to the evolution of the conversation on this topic with the public, showing that people from the LGBT+ community are not defined by labels related to their sexuality, but by a set of attributes and characteristics that make them unique”, he states Vinicius Stanzione, chief creative officer at Leo Burnett.
The initiative continues the brand’s actions with the LGBTQIA+ community, reinforcing the commitment to inclusion and diversity, in addition to dialoguing with the position on encouraging people’s authenticity.
