ERLANGER, KY – August 6, 2025 — Perfetti Van Melle is proud to unveil TriDifferent, a new creative platform for Trident Gum designed to inspire Gen Z to break away from sameness and try something new — starting with a piece of gum.
TriDifferent is Trident’s new creative lens, encouraging audiences to embrace the unexpected. Rooted in the insight that younger consumers are seeking fresh, playful ways to break from sameness, the platform positions Trident as the spark that shifts their mindset — nudging them toward something different.
This also marks Trident’s first campaign since joining the Perfetti Van Melle portfolio in 2023, setting a fresh tone for the brand’s next chapter.
“We set out to build a message that reflects how consumers experience culture today,” said Jen Redmond, Gum and Mints Category Marketing Director at Perfetti Van Melle. “TriDifferent, captures the spirit of a generation navigating a world where everything feels increasingly the same, from the sneakers people wear to the shows they stream. That cultural sameness has created a desire for people to try something different; something that breaks from uniformity.”
The campaign launched globally on August 4 and includes a mix of TV, digital, social and influencer-led content across key markets such as the United States, Canada, Spain, Portugal, and Greece. Featuring a vibrant visual system and energetic storytelling, the creative is designed to resonate with Gen Z’s appetite for originality, humour, and visual impact.
Brought to life through two short films and a series of social-first adaptations, TriDifferent showcases the small-but-impactful ways people can shake up their everyday lives, starting with Trident gum. With a wide variety of flavors, Trident becomes the catalyst for a more playful, expressive approach to life.
The creative concept was developed by FCB London in collaboration with FCB Chicago, and directed by Gustav Sundström through MindsEye. It follows Perfetti Van Melle’s appointment of Interpublic Group as the global partner for some brands in its gum portfolio, which includes Trident, Dentyne, Stimorol, Hollywood, V6, Bubblicious, and Bubbaloo.
“With its energy, playfulness, and spirit of having fun with who you are, TriDifferent is a big, ownable platform for Trident that captures Gen Z’s innate desire to explore and try new things,” added Owen Lee, Chief Creative Officer at FCB London. “Born from a really simple idea, that even a tiny moment can change your whole vibe, TriDifferent acts as a catalyst, empowering Gen Z to say yes to something new and live life to the fullest — one experience at a time.”
TriDifferent was the winning concept from the agency pitch and marks an exciting new chapter in revitalising Trident’s voice within the global gum category.
Watch the new ads:
About Perfetti Van Melle
Trident is part of Perfetti Van Melle (PVM) is a privately owned company that manufactures and distributes confectionery and chewing gum in more than 140 countries. PVM is a global leader in the confectionery industry, thanks to delighting consumers around the world with its innovative, diverse, and most loved products.
The company boasts a diverse portfolio of iconic local and internationally recognized brands cherished by generations such as Mentos, Chupa Chups, Alpenliebe, Airheads, Center, Fruit-tella, Big Babol, Vivident, Golia, Vigorsol, Smint and Frisk. In addition, Trident, Hollywood, Dentyne, Stimorol, V6 and Bubblicious in the United States, Canada, and Europe. In 2024 Perfetti Van Melle Group reported net sales above € 4 billion. U.S. operations are based in Erlanger, KY with factories in Erlanger and Rockford, IL.
About FCB
FCB is a global creative powerhouse committed to transforming brands, businesses, and lives through the economic power of creativity. With over 5,000 dedicated and passionate creators working across 7 core markets in Brazil, Canada, Chicago, India, London, New York, and New Zealand, and a robust affiliate network worldwide, FCB delivers end-to-end capabilities in brand building, customer experience, commerce, data, and performance marketing. As one of the world’s most awarded networks, FCB combines a rich legacy of creative excellence with cutting-edge technology and data-driven insights to help clients achieve unprecedented growth. Its breakthrough creative work has been recognized by some of the industry’s leading award shows including Ad Age, Adweek, Campaign, Cannes Lions International Festival of Creativity, D&AD, Effie Worldwide, Fast Company, The One Club, and more.
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MEDIA CONTACT:
Casey Kroger, Communications Manager
Casey.Kroger@perfettivanmelle.com