Showing Trident is the go-to item to refresh your life when things might seem strange

Challenge
Leverage the final season of Stranger Things—one of the most culturally relevant series among young audiences in Latin America—to create impact for Trident through a co-branded limited-edition launch that could drive visibility, relevance, and sales.

Strategic Insight
Trident had previously leaned into purpose-driven messaging around saving the planet, but research revealed a more authentic role for the brand: Gen Z doesn’t need more pressure—they need moments of relief. Gum is a small but powerful ritual that helps people reset, breathe, and mentally refresh.

At the same time, for Gen Z, “strange things” don’t only happen in fiction—they happen every day in real life.

My Role
Led the strategic development of the partnership platform, reframing Trident’s brand role, identifying the cultural connection with the series, and shaping the integrated campaign narrative across Latin America.

Strategic Solution
Created a campaign where Trident becomes the tool to handle the strange things of everyday life. Inspired by the world of Stranger Things, the limited-edition packs invited consumers to face weird moments with a fresher mindset and less stress.

Execution
Rolled out through limited-edition packaging, OOH activations, influencer collaborations, radio partnerships, and cultural media placements timed with the season finale conversation.

Impact
Generated strong Share of Voice during one of the most talked-about entertainment launches in recent years. Limited-edition packs sold out, while the campaign successfully repositioned Trident around mental refreshment and everyday relief.

Why It Matters
This project shows how brand partnerships work best when they go beyond sponsorship—using culture to sharpen brand meaning and create commercial momentum.