NEW YORK, June 21, 2012 /PRNewswire/ -- History was made
last night at Terminal 5 in New York
City, when Trident Gum, the brand known for sparking
fun into everyday life, turned an average Wednesday night on its
head with its "See What Unfolds Live" event.
(Photo:
http://photos.prnewswire.com/prnh/20120621/LA28670-a)
(Photo:
http://photos.prnewswire.com/prnh/20120621/LA28670-b)
(Photo:
http://photos.prnewswire.com/prnh/20120621/LA28670-c)
(Photo:
http://photos.prnewswire.com/prnh/20120621/LA28670-d)
(Logo:
http://photos.prnewswire.com/prnh/20120621/LA28670LOGO-e)
Approximately 3,000 lucky fans were treated to an evening of
unexpected surprises thanks to world renowned DJ Steve Aoki, who hosted an unforgettable
performance that included an appearance by legendary pop superstars
Duran Duran. The defining
moment of the night was a Steve Aoki
produced remixed performance of the band's classic hit, Hungry
Like The Wolf, aptly named, "Hungry Like The Wolf:
Steve Aoki vs. Duran Duran - The New York Werewolf Mix"
that brought the house down. The remix was the joint vision of
electronic dance music master DJ Steve Aoki, and Duran Duran, who collaborated for weeks on the
reinvention of the song.
"As a brand, Trident has enjoyed many milestones
throughout its history and tonight was another first for us,"' said
Stephanie Wilkes, Vice President,
Confections, Kraft Foods. "See What Unfolds Live allowed us
to bring our personality as the brand known for liberating fun to
life through the lens of Electronic Dance Music, a passion point
for our enthusiasts, and the talents of DJ Steve Aoki. The
surprise of Duran Duran was the
spark that made the night truly unforgettable."
Hungry Like The Wolf: Steve
Aoki v.s Duran Duran - The
New York Werewolf Mix is available for free download on
Trident's Facebook page (facebook.com/TridentGum) to
concertgoers with a special code and the general public - up to
30,000 downloads. An official video of the collaboration, complete
with live footage from the performance set to the studio track,
will premiere on Vevo.com on June
29.
"We could not pass up the opportunity to work with Steve Aoki on a remix of one of our songs.
It's always really exciting to collaborate with someone whose work
you admire, especially when what you are creating together is
something that ultimately you're going to perform live.
Unlike so many remixes, where a DJ takes just a few elements from
the original to create a new track, the challenge for Steve and all
of us was to come up with something that every member of the band
was well represented on, and that could be performed live on stage
for the fans," said Simon LeBon,
lead singer Duran Duran. "This
event is the beginning of a really exciting summer for us including
tours in both the States and Europe, where we end up with a concert back
home in Hyde Park for the opening
of the Summer Games."
Trident will also be helping consumers "say yes to fun"
all summer long beginning with a music video competition on
Genero.tv. Directors from the Genero.tv network can get in on
the fun by downloading the remix along with video assets from the
show to create their own video rendition of Hungry Like The
Wolf: Steve Aoki vs. Duran Duran - The New York Werewolf Mix.
Trident fans will have the opportunity to view and vote on
their favorites - winners will debut on July
27. In the interim, the Trident See What Unfolds
Live road show will make stops across the country, liberating
fun in major markets from Boston
to LA and Seattle to
Miami.
"I am always looking for new projects and opportunities that
allow me to push my limits and surprise my fans- the chance to
remix Hungry Like The Wolf has been a lot of fun and
Duran Duran and Trident have
been great partners," said DJ Steve Aoki. "Hungry Like The
Wolf is such a classic hit, I was thrilled to remix it and now
we're handing it to the fans to bring it to the next level with the
video competition. I can't wait to see how it turns out!"
Photos and b-roll available upon request. For more
information, to learn how to download the remix, or to see if the
Trident See What Unfolds Live road show will be coming to
your city, go to Facebook.com/TridentGum.
About Trident® Sugar-Free Gum
Trident gum has long been a pioneer in providing
oral health benefits to consumers. Trident was the first gum
brand of its kind to undergo extensive long-term clinical testing
in 1967 with studies showing that people who chewed Trident
experienced significantly fewer cavities. Trident recently
launched a new marketing campaign, the tone of which delivers
against Trident's brand purpose of "liberating fun" and is
designed to facilitate an emotional bond with consumers.
Understanding that a piece of Trident "sparks that fun" is
at the core of the campaign's new messaging. Trident is that
tiny spark that motivates you to say yes to life's fun
experiences.
About Kraft Foods
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse
with an unrivaled portfolio of brands people love. Proudly
marketing delicious biscuits, confectionery, beverages, cheese,
grocery products and convenient meals in approximately 170
countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company's iconic
brands – Cadbury, Jacobs, Kraft, LU,
Maxwell House, Milka, Nabisco, Oreo,
Oscar Mayer, Philadelphia, Tang and
Trident – generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to
divide and create two independent public companies: a high-growth
global snacks business and a high-margin North American grocery
business. The transaction is expected to be completed before the
end of 2012. A leader in innovation, marketing, health &
wellness and sustainability, Kraft Foods is a member of the Dow
Jones Industrial Average, Standard & Poor's 500, Dow Jones
Sustainability Index and Ethibel Sustainability Index.
Visit kraftfoodscompany.com and
facebook.com/kraftfoodscorporate.
SOURCE Trident