Trident tapped Chloe Bailey to create a TikTok track for their new Sour Patch flavored gum. The R&B singer is helping the brand join the trend of creating branded audios for Gen Z’s favorite app with the new “Trident Vibes” track she recorded and posted to launch their #ChewTheVibes TikTok challenge. Her first video featuring the audio has received 8.4M views in a week, and a follow up has almost 3M. The challenge is to chew to the beat of the music and mimic Chloe’s hand choreography, but fans are definitely taking their own creative approaches to the sound, with some posting their own remixes and dances. Users who post their own #ChewTheVibes video can win prizes, and, of course, Trident will be posting some of the entries on their own account as well. (AdAge, PR Newswire)
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