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Mondelez Trident

Trident is trading free gum for consumer data as part of wearable tech campaign


By Minda Smiley, Reporter

November 20, 2015 | 2 min read

Mondelez’s Trident Gum is pairing up with data firm Strap to offer consumers free gum based upon their physical activity levels.

Consumers who shop at Kum & Go, a Midwestern convenience store chain, can opt to share activity, food and sleep data from either a wearable device or their smartphone.

Using Kum & Go’s mobile app, consumers will be receive an offer for a free pack of gum once they’ve hit a certain goal, like walking 10,000 steps.

Trident is launching the C.H.E.W. (Change Health Every Week) campaign ahead of the holiday season “when healthy habits tend not to stick” in an effort to encourage Americans to stay healthy this time of year.

According to Mondelez, this is the company’s first campaign that leverages wearable technology.

Mondelez Trident

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