Product category:
Experiential marketing
News Release from: RPM
Edited by the Marketingservicestalk Editorial
Team on 24 April 2008
RPM constructs campaign for Trident
Cadbury Trebor Bassett has appointed leading experiential agency RPM to implement an integrated campaign for Trident chewing gum.
The campaign will build on its successful UK launch last year and at the same time secure the brand's 'Chewing for Pleasure' positioning RPM has used the brand's 'Mess With Your Head' tagline as the inspiration behind its campaign, creating a series of 'Living Sculptures', which brings to life the physical sensations of chewing Trident gum
This article was originally published on Marketingservicestalk on 23 Jul 2007 at 8.00am (UK)
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Using a multi-sensory cube, the agency will create an experience that supports the notion that Trident gum stimulates 'momentary entertaining mental chaos, to allow you to escape from the day to day'.
The activity launched on 17 April, and will play out in shopping centres and mainline stations nationwide.
The planned reach is 520,000 consumer contacts targeting 16-34 age bracket.
Each venue will have a campaign lasting either two or four days, which will be split into two halves; the first being dedicated to Trident Soft and the second Trident Splash.
For Trident Soft, a 'Soft Cube' will be installed, which will be a large framed cube made entirely of stretchy material that can be manipulated by those inside or out.
Trained contemporary dancers will perform inside the cube communicating brand messages via making impressions and movements in the fabric.
The cube will be lit with branded colours that will change sporadically in line with music, sound effects and contemporary dance movements.
The activity will be supported by six 'brand communicators' dressed in all-white uniforms, who will distribute two samples to each consumer.
Continuing the 'living sculptures' theme, the same cube will be 're-skinned' with daylight viewable projector vinyl.
When consumers walk near, or touch the surface Splashes of flavour will be 'fired' on to the sides of the cube.
Sound effects will be linked to the animated effects to further draw people's attention.
Brand communicators will again be on hand to distribute two samples of Trident Splash, all dressed in white uniforms.
RPM's account director, Sarah Caine, said: "The brief was challenging, as multiple objectives had to be considered, but we've enjoyed coming up with an innovative way to emphasise Trident's position as a compelling and engaging brand for consumers.
"With the living sculpture drive, we've created consumer interaction that is relevant to the product proposition - being simultaneously chaotic and entertaining".
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