TRIDENT: A LITTLE HAPPINESS GOES A LONG WAY
by Michael Hand
The most recent issue of Brandweek (6/13) reported on how the Trident brand was getting back into the TV advertising world with a new campaign. The new tagline, “a Little Piece of Happy” , hits on the common human truth that the small things in life matter. As we wait to read about the next bailout from Washington or the uncovering of Major League Baseball’s next poster child for steroid use, it is good to see something so simple that will bring a smile to your face. As a brand guy, sure I would love to see the product play some kind of role in the ads – but I think the overall message is spot on and delivers just what the American public needs right now. In particular, the “Go Dad” (shown below) and “Daisy” ads are fifteen second executions that directly deliver on the tagline.
The Trident website (http://www.tridentgum.com/alittlepieceofhappy/#) takes it to another level with some interesting things to explore; be sure to check out the laugh button and the “Good Job at Work” space. In our book Perspectives on Marketing, Jay and I discuss the importance of a brand’s personality being reflected in the work output (question #31) – it is my opinion that Trident has proven that “good things do come in small packages”. This is a personality we can all use a little more of these days, thanks Trident.
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I haven’t seen these ads on TV yet, but it looks cute. While I’m not certain Trident has made the connection between the action in the ad and their brand – in the spot above neither the father nor the son were even chewing gum – I’m not sure it really matters. It’s fun, it’s happy, and it’s a feel good sentiment. Any brand that can associate themselves with “happy” during such troubling times will reap rewards for their effort.