Utilize influencers to drive awareness of new Trident Vibes Sour Patch Kids Gum in the Convenience Store channel. Bring more gum chewers into the category by leveraging Sour Patch Kids Candy equity and targeting.

SheSpeaks engaged Micro, Mid-Tier, and Macro influencers to create a mix of  Instagram and TikTok content that featured Trident Vibes Sour Patch Kids Gum. Since the focus was on convenience stores like 7-Eleven, Speedway, and Circle K, we extensively searched for influencers who could deliver a unique “on-the-go” perspective to highlight the featured product best. Their content brought the “vibes” and drove 9 million impressions and 1 million engagements. One of our standout performers was the TikTok account @ragerclub, who regularly films in 7-Eleven stores. Their in-store content garnered an organic engagement rate of 11.4%.