Droga5 to Work on Mondelez’s Trident Gum Account

By Erik Oster 

Today we can confirm that Mondelez International has chosen Droga5 to work on unnamed future projects for its Trident gum brand.

Droga5 has not been named lead creative agency, as was rumored, but you can expect to see future campaigns from the shop promoting the gum. An agency representative declined to comment for this post.

A Mondelez spokesperson wrote, “We are exploring potential projects with Droga.” The rep then stated that Mondelez has no specific details to share at this time and that the decision to go with Droga5 will not immediately affect its existing agency relationships on this or other accounts.


That’s good news for Wieden+Kennedy, which has served as Trident’s lead U.S. creative agency since winning the business away from Saatchi & Saatchi New York without a pitch back in early 2013. (W+K had nothing to do with this white guy rapping oddity from the same year.)

For Droga5, this news marks the latest in a string of new business wins. In recent months, the agency has picked up AOR duties for Pizza Hut, won JPMorgan Chase’s payment business without a review, added project work for T-Mobile to its roster, made several prominent ads for a certain presidential candidate, scored AOR status for NBTY (formerly Nature’s Bounty) and officially became Under Armour’s first agency of record.

Will Droga5 be collaborating with BuzzFeed’s sponsored content team on these potential projects? Possibly. But we can’t imagine too many crazy recipe videos featuring Trident gum as a key ingredient.

[Image via AdFreak/JWT London]