- Index hide5 Merca2.0 – From what elements do you land that the personality of the brand also matches the activities of this type of gaming tournaments?
trident It has become a key benchmark in the supply of chewing gum in the Mexican market.
Rivals is a key scenario for the gaming and has demonstrated the value of creativity.
Next to trident increasingly valuable benchmarks have been established in the Mexican market.
trident leaves the confectionery window and the brand enters the sponsorship market in gaminghence Julio DuranMarketing Manager for Trident, shared with Merca2.0 the details of this migration to events such as Rivals.
Merca2.0 – At what point did the market become important? gaming for brands?
Julio Durán – Gaming has begun to gain relevance more and more as a passion that young people have and four years ago we as a brand identified the need to start building on these interests. The gaming industry is growing rapidly. It is beginning to have more relevance even than industries such as cinema, such as music, in terms of market value. And we know there’s a lot of potential for brands out there to build deeper, more genuine connections with our consumers.
It was that four years ago we decided to launch RIVALS, like the tournament, we have been renewing it, we have been looking more and more for how we can make it bigger and this year we had the opportunity to not only generate our tournament to connect with these players, with these guys who have this great interest, but also to build a deeper experience around all of this, with what was the release of the Metaverse and we are super happy with what we are achieving.
Merca2.0 – From what elements do you land that the personality of the brand also matches the activities of this type of gaming tournaments?
JD – We began to define a bit what the personality of the brand is, understand what our role as a product is beyond the product, which is chewing gum, what else goes with this that it generates and that is also where it was born.
Let me connect it with the part of our new campaign, which is #WhatTheFresh, in fact, this year’s tournament is connected to that campaign, which is where we identify this space, where the values of this new generation match the values that we also believe as a brand. : authenticity, empathy, camaraderie, collaboration. And that is where we find in gaming a space in which we can generate these relevant messages, which help us connect.
Merca2.0 – How was the pitch (with Leo Burnett) for that specific campaign and what elements did you also seek to rescue so that it creatively gave to give that type of activation?
JD – The truth is that it was quite a challenging process for us, because as a brand we know that we have exactly that challenge of genuinely connecting with this new generation, starting to carry this habit of chewing gum, starting to continue building on it. And we find that the day-to-day problems and situations that this new generation lives have a space where our product can live in the tensions that they live from professional dreams, issues when they want to become independent. They are emotionally charged situations that they have, that they experience and that are important to them, which in the end is their world and in which we as a product want to be that pocket companion that accompanies them in those situations so that they have this moment as they did before. focus, mental clarity, pushing for these values that they also believe, empathy, authenticity, transparency.