Despite being the brand that carries the fun and impulsive voice of youth, Trident was perceived as being too distant from Egyptians, with a one-fits-all communication. The brand was stuck with a global tone of voice and identity that made Trident positioned as a foreign and alienating name to Egyptians.

While losing share, year on year, brands that communicated clear functional value were winning. So we had an objective to grow sales by 10% and at the same time grow relevancy with a dying target who are no longer interested in gum in general.

We ran our song on several platforms, with Egypt’s number one musical medium, Anghami, being our primary focus. We took exclusivity of Anghami for one month where Trident was the only ad running at that time in Egypt and featured the song on the homepage as the first thing to see when visiting. We treated Trident on Anghami as an “artist”, with its own section featuring the video clip and the audio song downloadable to any user. Additionally, we featured the song on Youtube as well as a masthead for a full day for our launch. Moreover, we utilized Facebook and Instagram in our launch to maximize our reach.

The campaign was live for one month, and will continue to leverage on the established characters along the year. Example; strawberry and watermelon have an ongoing romantic conversation that would have a special announcement for the fans on Valentine’s Day.