East Hanover, NJ — Mondelez International, Inc.’s Trident brand is teaming up with R&B singer Chlöe Bailey to release a song as part of the new #ChewTheVibes Challenge to launch its latest innovation, Trident Vibes featuring Sour Patch Kids gum.
The new sugarfree chewing gum features a crunchy, candy-like outer shell that transforms into a sour-then-sweet chew. It is currently available in three flavors — Redberry, blue raspberry and watermelon.
Consumers are invited to post Chlöe’s Trident Vibes song on TikTok as they mimic her choreography and chew to the beat for the chance to win cash and signed headphones .
“Trident Gum is thrilled to partner with Chlöe, an immensely talented and spirited artist, for our #ChewTheVibesChallenge,” says Rohit Sakhamuri, Trident Gum brand manager at Mondelēz International. “Chlöe has the right sound and vibes to be the face of our new challenge and ignite a spark of fun for all.”
Some #ChewTheVibes challenge videos will also be featured on the Trident Gum TikTok account.
“I’m always looking to add some fun to my music, and the Trident Vibes burst of flavor, inspired by Sour Patch Kids is so refreshing,” said Chlöe. “Plus, the sound of gum-chewing creates a fun beat, so how could you not have a great time with it?”