The slogan for Trident in the 1970s — “four out of five dentists surveyed recommend sugarless gums for their patients who chew gum” — typified how sugarless gum was marketed for decades after Trident, now a division of Cadbury North America, first introduced a saccharine-sweetened gum in 1964. Those much-cited dentists were saying not that sugar-free was good, of course, as much as preferable to regular gum. Today, however, sugarless brands claim not that they do less harm but untold good.
On a sweltering Wednesday night in New York, three unlikely things merged: electronica god Steve Aoki, Duran Duran and Trident Gum. As part of its first global campaign, "See What Unfolds," the gum brand is planning a series of events around the world, seeking to engage with fans over "the serious business of fun."
Not your average brand website, The 5 Feed is the Australian website for Wrigleys ‘5′ gum. Designed by marketing communication group Clemenger BBDO, Wrigleys put aside generic product web design for a site “you’ll actually want to keep heading back to.” Hobo Gestapo, Isobel Knowles, Aeons, Crozynski, and Lilian Darmono are just some of the Australian artists, musicians and designers commissioned to create engaging content that encourages return visits. New elements are added weekly, with site visitors encouraged to actively engage with the website by downloading, remixing and adding their own content.