Wieden+Kennedy London has launched ‘Chewing Hands’, its first work for Trident since being awarded the account in August 2014. The campaign, which introduces Trident’s latest product offering of bottled soft gum, shows how the brand brings people the gum they love in a ‘Super Useful’ new format.

Directed by Benjamin Weinstein, a 15” spot launched the campaign on US TV, accompanied by a 30” online film on Trident’s YouTube channel. Through straight talking humour set against an idyllic backdrop, ‘Chewing Hands’ demonstrate the luxurious convenience of soft gum in a bottle.

International. The agency will lead marketing and communication services across traditional and digital media channels in the UK, with the first campaign set to launch in 2015.

Trebor Extra Strong Mints were launched in 1935, later adopting the famous slogan, “Trebor Mints are a minty bit stronger”, and Trebor Softmints arrived in 1981.

The win is a result of Wieden+Kennedy London’s strong relationship with the global food and beverage company. Since being awarded the Stride US account in December 2011 and with the addition of Trebor, the agency has grown its portfolio to hold a total of four Mondelēz International  brands, including Trident gum in the USA and Halls globally.

Neil Christie, Managing Director of Wieden+Kennedy London, comments “Trebor is a classic British brand with loads of potential. We look forward to doing some extra-strong work with them.”