Rocking the festival season
"The taste that inspires you".
We identified the world of music as the best place to bring the campaign's claim to life. To achieve this, we focused on live music and viral content, as well as large-scale events such as music festivals. And how did we make it happen? We created a multi-phase activation strategy, encompassing both physical and digital touchpoints.
The campaign kicked off with an activation in central Lisbon that featured a surprise concert to generate buzz, alongside an influencer plan to boost reach. We also redirected traffic to a microsite where Trident launched a promotion on its social media channels to win tickets to some of Portugal’s top festivals.
We developed partnership and sponsorship agreements with Rock in Rio and ALIVE US to secure our presence at festivals. The goal was to place ourselves right where our target audience would be most receptive to trying the new Trident range and, to top off the campaign, to take the concept to the place where music is experienced most intensely. We created our own rock band, The Inspirational Flavours, to blend in naturally with the festival environment and inspire people. This approach allowed us to deliver an original and highly differentiated consumer interaction.
+200k
Products sampled
+12 MM
Impressions in paid media (Spotify, IG and YT) and influencers
Sampling
Introducing flavours at a time when the target audience is fully open to trying new things.
Brand awareness
Placing Trident in the top-of-mind position as a fun, fresh, and inspiring product.
Digital amplification
Promotional microsite, social media, influencer strategy and paid media (Spotify, Instagram and YouTube).
Storytelling
The Inspirational Flavours achieved significant engagement and strong brand recall.
