Trident - Bone Marrow campaign
The Insight
It’s incredibly hard to find matching donors for patients from diverse ethnic backgrounds. The NHS even searches internationally to find compatible bone marrow matches. But most people don’t register because the process feels complex or time-consuming.
Scope of Work
Brand Strategy
Visual Identity
Client
Trident
Year
The Idea
What if chewing gum could help save a life?
Trident’s sugar-free gum enables saliva-based DNA testing. By integrating a secure, resealable plastic bag inside the gum’s packaging, we turned every pack into a bone marrow registration kit.
How it Works
Chew it. Just like any other Trident.
Pack it. Reseal the gum in the plastic bag inside the pack.
Drop it. Leave the used pack at a donation point in ASDA or Tesco.
✦ DELIVERABLES
The special edition Trident gum packaging
A custom grip-seal inner pouch
POS displays for Tesco and ASDA
Visual identity for the campaign
Awareness posters and video concepts for social media
Strategy
INSIGHT:
The key was simplicity.
We turned the registration process into a familiar, frictionless experience — no needles, no clinics. Just chew, pack, and drop. The campaign included informative motion graphics, on-shelf materials, and promotional displays to guide consumers through the process.
