On Oct. 21, Trident Layers gum stormed New York City’s Times Square to celebrate the launch of its newest flavor, Cool Mint + Melon Fresco, by offering consumers the chance to pay for a ride in a cab, to any destination in Manhattan, with a pack of Layers gum. The stunt is designed to help reinforce the brand’s national ad campaign theme, “It’s so good you’ll want to get paid in it.”
The cabs waited at the Trident cab stand on 42nd and Broadway, wrapped with branding and with a bag of cash on the roof, and ran from 6:30 a.m. until 3:30 p.m. During the day, celebrity reality star and chef Bethenny Frankel and TV host Wendy Williams made an appearance and the brand handed out 36,000 of packs of gum to consumers for them to try or trade in for a lift to anywhere in the city. The event also coincided with an ongoing 10-market Trident sampling tour. Other activations at the Trident Cab Stand included the “Grab for Mint” wind room, where guests climbed into the booth and tried to snatch as many mint leaves as possible to win prizes, and the “Get Paid” instant win ticket giveaway.
“This kind of event ties into our consumer target, who appreciates humor and respects a brand that doesn’t take itself too seriously,” Sachith Wijetunga, senior brand manager at Trident, told Buzz. “This was about reinforcing the big idea of paying in layers and helped us get a lot of great content for our online and social media channels.” Agencies: PGW Experience, Venice CA; Paine PR, Irvine, CA.