EAST HANOVER, N.J.
Sept. 9, 2013
, the iconic global gum brand, is continuing to push boundaries between traditional and social media with the groundbreaking launch of a :06 Vine TV spot to premier today on Fuse, the national music television network of The Madison Square Garden Company. The Vine TV spot for Trident Layers is an extension of the brand's partnership with Fuse and Twitter, which is focused on bringing the social conversation from Twitter to TV through Fuse's
program, airing weeknights at
7:30 p.m. ET
. The :06 Vine spot will debut on
Monday, September 9
and will air 100 times over the following 2 weeks. Millennials are seeking shorter and continually changing content and Trident, Fuse and Twitter will be among the first to bring it to them.
The Vine TV spot revitalizes the brand's iconic "Paid in Layers" campaign for a new generation. The original campaign which debuted in 2009, focused on the premise that Trident Layers are so delicious that people would accept them as a form of currency. The brand has seen the theme continue to have tremendous consumer recall and engagement, even four years after its launch. Trident worked with Grape Story to carefully select Vine talents
, who can bring the "Paid in Layers" story to life in just 6 seconds, and resonate with the Millennial consumer.
"We continue to see consumers reference our Paid in Layers campaign, and we are excited to reinvent the idea for today's millennial consumer – both in content and distribution," said
, Marketing Director, Mondelez International. "This is not a repeat of the original campaign, but rather a fresh new take on it, built off of the organic conversation we've seen our consumers have about the campaign across our social channels. This is part of a multi-faceted campaign for
which will engage our consumer across a variety of content streams and channels where we know they are active."
"We love seeing brands make creative use of Twitter and Vine. Trident is at the forefront of what we're doing next on Twitter, and this is yet another instance of them embracing what makes our platforms unique," said
, Director of Brand Strategy at Twitter.
, the Twitter-centric music news program that grew out of our partnership with Trident and Twitter, is a bold step in bridging the gap between television and social networking, two powerful platforms for our viewers," said
, president, MSG Media. "With Trident's new Vine TV spot, we're eager to feature one of the newest forms of digital expression and embrace a new wave of compelling short-form video content."
In addition to the Vine TV spot, Trident is extending the new campaign for Trident Layers to focus on the unique benefit of duality of flavor in one gum. The brand is focused on reaching consumers in new ways, by strategically blurring the lines between traditional and social media and working with dynamic partners like Fuse and Twitter.