Busting people out of their gum rut.

Consumers were used to hard-coated gum “pellets.” Trident had a new gum experience it was ready to debut in a convenient format: 50 soft pieces in an easy-to-access package without any wrappers. Trident needed to cause a stir at retail to get New Trident Unwrapped noticed and educate shoppers that the flavors they loved now came in the convenience of unwrapped, cavity-fighting soft pieces.