We needed to figure out how Trident Gum could harness the social sphere to own “happiness” online and extend their brand positioning of "A little piece of happy."
We found that we could channel the positively tagged social buzz and content, ranging from pictures to videos to tweets, and use the main trident side as a central happiness hub. These bite-sized digital "pieces of happy” would be served up in an engaging, interactive way. This content could then be mashed up in different ways to send back out to the social web and continue to spread the “happy.”
