Kraft’s Trident gum signs up Duran Duran

Kraft is partnering with pop band Duran Duran and DJ Steve Aoki for the latest phase of a global marketing push for its Trident gum brand, a move the company hopes will encourage consumers to “say yes to fun” this summer.


The food company has brought the music acts together to remix one of the band’s hit singles “Hungry Like the Wolf”, which is available to download for free from Trident’s Facebook page for the first 30,000 fans now.

An official music video for the single is also set to premier online on later this week (29 June).

The tie-up was officially unveiled last week (21 June) when DJ Steve Aoki and Duran Duran performed the track at a pop-up gig at New York’s Terminal 5 music venue.

Kraft is planning similar live events with other artists and will also continue to work with the electronic dance producer at music festivals throughout the summer.

It forms the latest part of Trident’s first global campaign, ‘See What Unfolds’, which kicked off in April with a TV push to promote the emotional benefits of the brand.

Kraft hopes the strategy will attract a broader range of consumers, following a move away from focusing on the health benefits of the gum. The campaign is being rolled out in at least 17 countries including the UK.

Stephanie Wilkes, vice president of confections at Kraft Foods, says: “See What Unfolds Live allowed us to bring our personality as the brand known for liberating fun to life through the lens of electronic dance music, a passion point for our enthusiasts, and the talents of DJ Steve Aoki.

Meanwhile, Kraft has been sourcing marketing ideas for the Trident brand through a project called Fly Garage, where the business brings together its marketers and agencies together with start ups and other collaborators such as digital school Hyper Island to come up with ideas for its brands.

The company is also reaching out to developers and start-up companies in the UK to produce digital marketing projects for its Cadbury brand, as part of a wider effort to change how it builds efforts with consumers.

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