The challenge was to establish Trident as more than just a chewing gum, it should become the ultimate teeth protector.

Today, boxers are the people who need maximum teeth protection.

So we decided to distribute branded Trident mouth guards in local fight clubs in order to make a link in people's minds between Ultimate Teeth Protection and Trident.

We distributed around 100 branded mouth guards. This small gift item not only created word of mouth advertising, it also gave us free air time because the branding was aired during the broadcasting of the local boxing championships.