With a catchy song, a popstar and a targeted strategy we created the campaign with the highest number of engagements in the history of the brand.
In brazilian carnival, people customize their clothes, change their hair and wear costumes. But what about the mouth? It sings, kisses, screams, smiles and much more. Trident as a chewing gum brand believes that this part of the body is the most important of the party, so we came up with the concept "Unlock your mouth at carnival".
We established different personalities for different mouths: shiny, trendy, rocky, carnivalesque and more. Then a media strategy covered targets by interests: festivals, tiktok trends, games etc. Also creators and influencers named their own mouths, such as “the evil mouth” by Ludmilla.
We invited Ludmilla, currently one of the most popular singers in Brazil, to unlock her mouth too. In a feat with Fernandinho Beatbox - an expert in mouth sounds - she recorded the song “Unlock Your Mouth” written by us (which was quite flattering).
According to BR Media Group reports this was “the campaign with the highest number of engagements in the history of the brand”. That really put a smile on our lips.
Agency: Leo Burnett Tailor Made
Creative Director: Alessandra Sadock
Team: Bruno Kuni, Vitor Prado