Trident - Virtual Gum Contest Ended

Chewing gum has disappeared. Can you bring it to life again but online?

Start December 16, 2015 End January 19, 2016 23:59 UTC Deliberation Results March 2016
December 16, 2015
January 19, 2016 23:59 UTC
March 2016


Imagine that our World ran out of gum. We cannot produce chewing gum anymore. You will never be able to see one or chew one anymore, forever. The world has become gum-less. How could we cope?

Chewing gum was more than exercise for our jaws and blowing up bubbles. Beyond the physical gum, a chewing gum stretched our mind and our mood. Sometimes it acted as a distraction when we got bored. Other times it refreshed us and helped us focus when we studied or worked, like doodling or fidgeting with our fingers. Chewing gum was a five thousand years old habit that defined generations. Until now…

Trident is the biggest chewing gum brand in the world. It provides a delightful chewing experience that refreshes the mouth and is great for everyday chewing. It is known by different names across the world including Beldent, First and Hollywood.  

Since chewing gum has disappeared, Trident had a great idea: How about a virtual gum? What could a virtual gum be and do? It is a tough challenge to chew on but if you can invent it, you will be revolutionizing an entire industry.

Creative Challenge

Invent a virtual chewing gum for our digital and social media world that has the benefits of real chewing gum while being 100% virtual.

We’re looking for breakthrough ways in which a chewing gum can be reinvented for young people between 17 to 34 years old, who live in an increasingly digitized world.

Take Brian for example, an average 20 years old. He could be in college or working. And he doesn’t chew gum. When Brian needs refreshment after a meal or a coffee, he pops in a mint. When he is bored or needs to focus, he uses his phone to play games, chat with friends, and watch online videos… Brian has moved to the online world and has left chewing gum stuck behind him. He doesn’t see the need for chewing gum anymore. What would be a virtual chewing gum that appeals to him?

This could be, but not restricted to: an app, an e-commerce solution, an engaging gaming experience, a set of emoticons, an online service, a Facebook personality for gum, a digital version of chewing gum, etc.…

To be honest, we don't know what a digital gum could be and we need your help to figure it out.

Your virtual chewing gum idea should have the same distraction and/or focus benefits that chewing gum provides for a moment, while reminding people of what is great about chewing gum!


The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Example: An app that is like a rubber ball that you can stretch, mold, press and play with on your phone whenever you feel bored, or need something to keep your hands busy while you are thinking of something important. It could come up in different colors, textures and name that remind people of chewing gums. You could share the app with people as you would share gums in a pack with friends.

A bad example: An online ad campaign for chewing gum. The challenge we are asking you to solve is not about promoting chewing gum online. Another bad idea would be a game like Candy-Crush where candies are replaced by chewing gums. Unless you add something very innovative to the game, it is not very original and does not provide any other benefits compared to playing the original game.


Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €1,500
  • #3 Prize €500


3 pages including visual(s) with explanations.

Winning Criteria

We are looking for truly original idea that would take the concept of chewing gum and the benefits it provides to the digital world. The best entries would make the idea of a chewing gum moment relevant to younger generations again.


Guidelines for this contest

  • Please submit entries in English
  • Please include an explanation about your idea - why do you think it will appeal to young people? How does it bring the concept of a chewing gum online? What makes it original and creative compared all the other ways someone could occupy his mind online?
  • We're not looking for physical gum ideas. Be 100% virtual.
  • Selected entries will be used on the Internet. Authorizations and licenses to use protected elements (incl. music, photos..) must be compatible with Internet broadcasting. You must be able to provide a written proof of these authorizations and licenses at any time.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.