We set as our main goal to generate positive conversation about Mexico, and Trident would put together all of what it had to make this happen. The entire package of the chewing gum was definitely the best asset we could have for this campaign, so we decided to let consumers own it in an unique way: with photos of their favorite things that reflected the essence of Mexico using the hashtag #MXenBocaDeTodos. They could personalize it, with the only condition of showing on it what they liked the most of Mexico and made them feel pride. According to the predominant colors on the picture it would be chosen to be printed on one of the five different Trident flavors which were pink, green, light and dark blue and red.Trident packages would wear Mexico on our consumers pictures and this is how we would put Mexico on everyone's lips. Literally.

To engage with our audience we had to come up with something outstanding. The insight was already out there: everyone was talking about Mexico, just not in a positive way. We aimed to bring back Mexico to the top of conversation but highlighting those things that made mexicans proud of their country. This time it wouldn’t be Trident who was going to say it, but our consumers instead. We bet on the promising millennial generation and capitalized their need of impacting the world positively and also their tendency to document everything through social media using smartphones. We invited them to join the campaign through the hashtag #MXenBocaDeTodos sharing their favorite angle of Mexico on their own sight to be printed on unique Trident packages with their credit on it.. Being conscious of all what a single image can transmit, we let them build together the biggest gallery dedicated to Mexico.

Once #MXenBocaDeTodos was launched, response was immediate. In only 48 hours we reached over 2,000 pictures out of a total of 30,000 received for the entire campaign. It became national “trending topic” with more than 6 millions impressions.

#MXenBocaDeTodos turned into a tremendous gallery online that collected the best of Mexico and had visits with record time spent longer than 7 minutes.

We printed 18 millions different packages, and images were also taken to larger format on billboards and print media.

Mexico was definitely on everyone’s mouth. We even manage to join the 3 main local TV stations into one transmission about the campaign, this generated 12 million impressions and #MXenBocaDeTodos became national trending topic again while our TVC reached top 5 of the most viewed commercials on YouTube.

Trident Value Pack grew faster than the category (+3.5%) in 2017, reverting a negative trend since earlier 2017.