In order to create some digital buzz to launch the most recent Trident flavour, we developed a unique press kit that was delivered to 15 influencers whose characteristics are asserted to the product: radical, extreme and positive people.

We knew that the call to action (sharing and posting) would be organic, we decided to trust the press kit ?wow? factor to drive the sharing and engagement. All 15 influencers to whom we deliver the kit, created stories showing the unboxing: breaking the ice cube to reach the final product.

Due this unique way of delivering the product, most influencers also shared in feed the kit/packaging, which allowed Trident to enrich their engagement by reposting it.