# Masked Halitosis Ads Trident's Chewing Gum Ad Mocks Mask Wearers with Bad Breath By Laura McQuarrie | Published 2014-10-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/chewing-gum-ad References: [adeevee](http://www.adeevee.com/2014/10/trident-masks-print/) This chewing gum ad series for Trident shows that you don't have to hide behind a mask when you've got bad breath that offends other. The ads are timely, considering that many people are now scouring [Halloween stores](https://www.trendhunter.com/trends/pretzelface-campaign) in search of the perfect costume, whether it be a masked serial killer, a wrestler or a ninja, as depicted in these ads. Much like bad breath, these three characters are also pretty scary. The ad series simply notes asks: "Bad Breath?" and without the need for any other text, the print ads communicate that it's much easier to take steps to [freshen your breath](https://www.trendhunter.com/trends/breathrox-breath-mints) by [chewing on a stick of gum](https://www.trendhunter.com/trends/trident-vibes-cotton-candy) rather than trying to cover it up by putting physical barriers between you and another person. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 56% | Activity: 55% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Embracing Authenticity:** This trend explores the potential for brands to embrace authenticity and address real-life issues, like bad breath, in their advertising campaigns. - **Innovative Print Advertising:** This trend highlights the opportunity for brands to creatively communicate their message through simple yet impactful print ads. - **Enhancing Personal Hygiene:** This trend focuses on the growing importance of personal hygiene and the potential for innovative products to address common concerns like bad breath. ### Sectors Adopting This - **Chewing Gum Industry:** This industry can explore innovative ways to position their products as a solution for bad breath and promote their effectiveness through creative advertising. - **Advertising Industry:** This industry can leverage the trend of innovative print advertising to create engaging campaigns that capture consumers' attention and deliver impactful messages. - **Personal Hygiene Industry:** This industry can develop and market innovative products that address personal hygiene concerns like bad breath, catering to consumers' increasing focus on self-care. ## Related on Trend Hunter - [Metaverse Mouthwash Games](https://www.trendhunter.com/trends/breathcalypse.md) - [Lasting Freshness Toothpastes](https://www.trendhunter.com/trends/crest-clean-breath.md) - [Divergent Chewing Gum Campaigns](https://www.trendhunter.com/trends/tridifferent.md) - [Functional Breath Mints](https://www.trendhunter.com/trends/nude-mints.md) - [Elevated Oral Care Sessions](https://www.trendhunter.com/trends/breathapy.md) - [Revamped Freshness Platforms](https://www.trendhunter.com/trends/mars-1.md) - [Cherry-Scented Foot Sprays](https://www.trendhunter.com/trends/cherry-scented-foot-spray.md) - [Unconventional Breath Fresheners](https://www.trendhunter.com/trends/breath-fresheners.md) - [Oil-Based Breath Serums](https://www.trendhunter.com/trends/oilbased-breath-serum.md)