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By Taruka Srivastava, Freelance journalist

September 14, 2022 | 3 min read

Mondelēz’s Trident Gum is teaming up with renowned R&B singer Chlöe to release a song as part of the new #ChewTheVibes campaign.

The campaign has been rolled out to promote Trident Gum’s latest product Trident Vibes featuring Sour Patch Kids gum, which is now available in stores nationwide.

Trident Vibes featuring Sour Patch Kids gum is a new flavor-packed, sugarless chewing gum that features a crunchy, candy-like outer shell, which transforms into a sour then sweet juicy chew. Two flavors can be found at stores nationwide – Redberry and Blue Raspberry – while the third flavor, Watermelon, can be found exclusively at Walmart.

The campaign spot created by David Miami features Chlöe singing the #ChewTheVibes song.

Trident Gum is further collaborating with Chlöe for the #ChewTheVibes TikTok Challenge, where Chlöe is inviting gum and music fans alike to join the challenge by posting her Trident Gum song on TikTok as they mimic Chlöe’s choreography and chew to the beat (use of gum is not required). Fans can post their own versions of the choreography on TikTok from September 13-19 2022 to enter the contest. For official rules for the challenge, please click here. Winners will be notified on or around October 10 2022, and prizes will include cash and headphones signed by Chlöe herself. Some #ChewTheVibes Challenge videos will be featured on the Trident Gum TikTok account.

Chlöe said: “I’m always looking to add some fun to my music, and the Trident Vibes burst of flavor, inspired by Sour Patch Kids, is so refreshing. Plus the sound of gum-chewing creates a fun beat, so how could you not have a great time with it?”

Rohit Sakhamuri, Trident Gum brand manager at Mondelēz International, said: “Trident Gum is thrilled to partner with Chlöe, an immensely talented and spirited artist, for our #ChewTheVibes Challenge. Chlöe has the right sound and vibes to be the face of our new challenge and ignite a spark of fun for all.”


Agency: Daivd Miami

Campaign: Trident Vibes x SPK

Client: Mondelēz

Global CCO and partner: Pancho Cassis

Global COO: Sylvia Panico

CCO: Rafael Donato

Group creative director: Artur Lipori and Caro Rebello

Creative director: Malena Porcaro and Matías Ruiz

Art director: Seiji Wakabayashi

Copywriter: Thomas Nitti

Global chief strategy officer: Paula Vampre

Senior strategist: Vanessa Amaral

Group account director: Mariana D’Aprile

Account supervisor: Lindsay Cluxton

Senior account executive: Margarita Peña

Global PR director: Sandra Azedo

Client approval: Ira Shandarivska, Olympia Portale, Natalie Gadbois, Rohit Sakhamuri and Beth McMorrow

Production: Media.Monks

Director: AnAkA

Head of production, MDLZ: Mike Davidson

Executive producer: Jason Georgen

Senior producer, content: Kelsy Zemanski

Producer, content: Odalis Lopez

Executive producer, films: Gabe Reiter

Senior producer, films: Kerry Taylor

Line producer: Shea Jones

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