Trident Layers Launch Campaign

A Commercial That Became a Cultural Catchphrase

This is the launch TV and print campaign for Trident Layers—a tri-layered gum with multiple flavor profiles. The "Pay Me in Gum" launch spot heroed a father offering to pay the babysitter in gum instead of cash. What follows is an absurdist celebration of Trident Layers' irresistibility, culminating in a dejected lineman's now-iconic lament: "No one ever pays me in gum."

The line became a genuine cultural moment—spawning its own Know Your Meme page, endless GIFs, and over a decade of social media references. Today, TikTok users still tag the campaign as "ICONIC, CULTURE SHIFTING."

Impact: The campaign helped propel Trident Layers into a powerhouse. By 2011, Trident led the US gum market with 23.8% market share—the category leader. By 2013, Trident was the top-selling US gum brand with $657.3 million in sales.

Role: Concept, Art Direction, Design