Beiruting News

It is for the first time in the Middle East that a race using "Bathtubs" is taking place. With the "The Tub Racers" activity, Trident challenged the norm of the known vehicles for racing and decided to create an out of the box fun and entertaining context. This comes in harmony with their new TVC (Bathtub), under their newest campaign, "See What Unfolds".

In this context, Trident invited media members to Faraya on the 14^th of this month so they can see a rather surreal world of "Fun, Pleasure and Enjoyment" at the "Tub Racers"; a spirit that is much cherished and sought out by Cadbury Adams Middle East. Aiming at making "See What Unfolds" a one of its kind brand communication, Trident translated the brand communication from TV to the real world; making an unusual race.

Mr. Ralph Sayegh - Brand Manager for Trident, who believes that today's generation is leading the market said, "It is a generation that is creating change in the world today. They are willing to find ways to live a life that is more fun."

What was a design on a PC screen soon became a real bathtub with wheels - somehow atypical. This however does not come as surprise for Trident has always challenged itself and society in exciting ways. As part of the Bathtub launching, Trident posted an application on their Facebook fan page and all Smartphone stores that allowed users to design their own bathtubs. All participants then shared their designs with their Facebook friends to gather as many votes as possible. After all submissions were evaluated, the image then became a real bathtub. The top 10 voted designs, were produced for real, allowing their designers to race them in the fun race that took place in Faraya.

The winner of the Tub Racers, Mohamad Azhari, won a trip for two to Ibiza, Spain. The other nine racers received different prizes such as Cabana for the week end, TV, Ipad and many others.

As the world we live in today is in constant flux, Trident hopes to create an atmosphere of creativity, fun, inspiration, opportunities and passion.  The "Long Lasting Flavour" gum is the "Spark That Liberate Fun" through its wide range of fruity and minty flavours. Thus, allowing Trident to be one of the leading innovative brands in the Lebanese market.