TRIDENT Layers debuts first :06 second Vine TV Spot on National Music Television Network Fuse

    TRIDENT Layers debuts first :06 second Vine TV Spot on National Music
                           Television Network Fuse

New campaign is focused on resonating with Millennial consumers through
evolution of Fuse and Twitter partnership and re-imagination of "Paid in

PR Newswire

EAST HANOVER, N.J., Sept. 9, 2013

EAST HANOVER, N.J., Sept. 9, 2013 /PRNewswire/ -- TRIDENT, the iconic global
gum brand, is continuing to push boundaries between traditional and social
media with the groundbreaking launch of a :06 Vine TV spot to premier today on
Fuse, the national music television network of The Madison Square Garden
Company. The Vine TV spot for Trident Layers is an extension of the brand's
partnership with Fuse and Twitter, which is focused on bringing the social
conversation from Twitter to TV through Fuse's Trending 10 program, airing
weeknights at 7:30 p.m. ET. The :06 Vine spot will debut on Monday, September
9^th and will air 100 times over the following 2 weeks. Millennials are
seeking shorter and continually changing content and Trident, Fuse and Twitter
will be among the first to bring it to them.

The Vine TV spot revitalizes the brand's iconic "Paid in Layers" campaign for
a new generation. The original campaign which debuted in 2009, focused on the
premise that Trident Layers are so delicious that people would accept them as
a form of currency. The brand has seen the theme continue to have tremendous
consumer recall and engagement, even four years after its launch. Trident
worked with Grape Story to carefully select Vine talents Nicholas Megalis and
Rudy Mancuso, who can bring the "Paid in Layers" story to life in just 6
seconds, and resonate with the Millennial consumer.

"We continue to see consumers reference our Paid in Layers campaign, and we
are excited to reinvent the idea for today's millennial consumer – both in
content and distribution," said Farrah Bezner, Marketing Director, Mondelez
International. "This is not a repeat of the original campaign, but rather a
fresh new take on it, built off of the organic conversation we've seen our
consumers have about the campaign across our social channels. This is part of
a multi-faceted campaign for Trident Layers which will engage our consumer
across a variety of content streams and channels where we know they are

"We love seeing brands make creative use of Twitter and Vine. Trident is at
the forefront of what we're doing next on Twitter, and this is yet another
instance of them embracing what makes our platforms unique," said Ross
Hoffman, Director of Brand Strategy at Twitter.

"Trending 10, the Twitter-centric music news program that grew out of our
partnership with Trident and Twitter, is a bold step in bridging the gap
between television and social networking, two powerful platforms for our
viewers," said Mike Bair, president, MSG Media. "With Trident's new Vine TV
spot, we're eager to feature one of the newest forms of digital expression and
embrace a new wave of compelling short-form video content."

In addition to the Vine TV spot, Trident is extending the new campaign for
Trident Layers to focus on the unique benefit of duality of flavor in one gum.
The brand is focused on reaching consumers in new ways, by strategically
blurring the lines between traditional and social media and working with
dynamic partners like Fuse and Twitter.

Trident is introducing additional content today including a traditional: 30 TV
spot. The new "Paid in Layers" ad by Mischievious was actually paid for in
Layers to bring the spirit of the campaign to life. In addition, the brand is
debuting a new content series featuring the "Trident Player" – a Millennial
who shares his adventures paying for things in Layers, and will engage with
consumers across social media in a fun and playful way.

TRIDENT, an iconic global gum brand, was a pioneer in offering sugar free gum
in the U.S. Today TRIDENT is available in a wide range of forms & flavors,
including TRIDENT Layers, TRIDENT White, and TRIDENT Splash. TRIDENT is one
of Mondelez International's "Billion Dollar" brands, and is loved by a global
community of eleven million Facebook fans. Visit

Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse,
with 2012 revenue of $35 billion. Creating delicious moments of joy in 165
countries, Mondelez International is a world leader in chocolate, biscuits,
gum, candy, coffee and powdered beverages, with billion-dollar brands such as
Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco
and Oreo biscuits, Tang powdered beverages and Trident gum. Mondelez
International is a proud member of the Standard and Poor's 500, NASDAQ 100 and
Dow Jones Sustainability Index. Visit and

About Fuse
Fuse, the national television network dedicated to music, brings viewers
closer to their favorite artists and bands by featuring original series and
specials, exclusive interviews, live concerts and video blocks – all rooted in
the music experience. Celebrating the hit makers of today, familiar favorites
and edgy newcomers, Fuse accommodates the wide ranging tastes and attitudes of
its 18-34 year-old audience with compelling music programming on-air, on-line,
on-demand, in HD and via mobile technologies. Fuse is a part of MSG Media,
which includes television networks MSG, MSG +, MSG HD and MSG + HD, as well as
MSG Interactive, which oversees all company digital initiatives. MSG Media is
a division of The Madison Square Garden Company (NASDAQ:MSG), along with MSG
Sports and MSG Entertainment. MSG Sports includes the New York Knicks (NBA);
the New York Rangers (NHL); the New York Liberty (WNBA); the Hartford Wolf
Pack (American Hockey League); and MSG Entertainment includes concerts and
events at Madison Square Garden, the Theater at Madison Square Garden, Radio
City Music Hall, the Beacon Theatre, the Forum in Inglewood, California, The
Chicago Theatre, and the Wang Theatre in Boston, and manages wholly-owned live
entertainment properties including the Radio City Christmas Spectacular,
starring the Rockettes. Additional information about Fuse can be found at

SOURCE Mondelez International, Inc.

Contact: Kimberly Fontes, Mondelez International,, 847-943-5678
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