# Fashionable Chewing Gum Campaigns This High-Tech Fashion Line is Being Used to Promote Trident Gum By Rahul Kalvapalle | Published 2015-08-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/trident-gum-fashion References: [thedrum](http://www.thedrum.com/news/2015/03/19/mondelez-s-trident-mines-fashion-and-privacy-shared-themes-get-closer-gen-z) & [tridentgum](http://www.tridentgum.com) [Trident](https://www.trendhunter.com/trends/trident-vibes-cotton-candy) gum may already be a fairly big player in the chewing gum market, but that doesn't mean parent company [Mondelez International](https://www.trendhunter.com/trends/toblerone-never-square-campaign) is satisfied and okay with just being complacent. The company's recent fashion range collaboration shows that it's desperate to make more of a trend with the [Generation Z](https://www.trendhunter.com/trends/bt21-1) post-millennial market. The initiative revolves around the 'Focus: life gear by Trident' range developed by Japanese fashion designer Kunihiko Moringa. The range includes special dresses, shirts and jackets all made from high-tech radio-shielding fabric. The use of this fabric makes a statement about fashion technology in a world that increasingly revolves around connectivity, something that Generation Z has grown up with. This Trident gum initiative is the result of heaps of innovation research, and appears to be an interesting way to target the evasive Generation Z demographic. ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 19% | Activity: 7% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Fashion Tech Campaigns:** Fashion and tech industries collaborate to create high-tech fashion lines for advertising purposes. - **Connectivity Fashion:** Fashion lines are utilizing high-tech, radio-shielding materials to make a statement about being connected in the modern world. - **Targeting Generation Z:** Industries are using innovative advertising techniques to capture the attention of the elusive post-millennial market. ### Who This Affects Most - **Fashion:** The fashion industry is collaborating with technology companies to create high-tech fabric and use innovative advertising techniques for promoting products. - **Chewing Gum:** The chewing gum industry is exploring new ways to attract younger demographics by using fashion and technology. - **Marketing:** Marketing industries are looking for innovative ways to reach younger and more connected consumers using fashion and technology collaborations. ## Related on Trend Hunter - [Cheeky Chewing Gum Campaigns](https://www.trendhunter.com/trends/find-your-fresh-look-campaign.md) - [Carnival-Inspired Chewing Gums](https://www.trendhunter.com/trends/trident-vibes-cotton-candy.md) - [Revamped Freshness Platforms](https://www.trendhunter.com/trends/mars-1.md) - [Music Producer Gum Campaigns](https://www.trendhunter.com/trends/5-gum-and-zedd.md) - [Safe Social Interaction Campaigns](https://www.trendhunter.com/trends/chew-it-before-you-do-it.md) - [Functional Vitamin-Infused Candies](https://www.trendhunter.com/trends/perfetti-van-melle.md) - [Functional Ingredient Chewing Gums](https://www.trendhunter.com/trends/liquid-core-edge.md) - [Eco-Friendly Chewing Gum](https://www.trendhunter.com/trends/true-gum.md) - [Back-To-School Promotional Winter Campaigns](https://www.trendhunter.com/trends/backtoschool-promotion1.md)