In these somewhat gloomy times of economic recession, brands like Trident Gum are refreshing their brand identity and taking new approaches to lighten people’s moods.

Many consumers are now trying to spend less, so Trident is giving its brand a push with their new campaign “A little piece of happy”, their biggest campaign since 2005. Trident’s senior brand manager Becky McAninch said the idea for the campaign came from asking consumers “What would a Trident world would look like?” Customer answers revealed that most consumers find the gum “fun” and “colorful”. Trident has been launching 15 to 20 second “short little happiness” videos that are quirky, fun, and good for a laugh. The aim is to offer something light and refreshing for their target market.

 Will this campaign enhance Trident’s branding efforts? If consumers associate feeling happy with the Trident brand, it should differentiate Trident’s gum from their competitors and encourage brand loyalty. The cost of a package of Trident gum should still be affordable, even if consumers are watching their wallets. And besides, you can’t put a price on happiness.