The push, including TV ads airing this week, plays on the idea that UK consumers chew gum "to escape the mundane realities of everyday life".
The TV ads feature a man getting bored while waiting for the photocopier. As he starts chewing a piece of Trident, surreal scenes fill his head. It closes with a shot of Trident Soft Spearmint with the strapline: 'Mess with your Head'.
The change was a natural step for Trident as it "geared up to pump growth into the category", said Kate Harding, trade communications manager. Since launch, Trident has clocked up sales of £23.7m, according to Nielsen [52w/e 6 October 2007].