Trident became the most mentioned brand on social media among the supporters of Rock in Rio’s 40th anniversary edition. Among all companies present at the event, the category leader—gum and candy market— ranked third overall, according to data from Tagger, a platform that analyzes comments across Instagram, Facebook and TikTok. This result was driven by immersive brand experiences and a communication strategy focused on Generation Z, featuring major icons such as Luísa Sonza, Bruna Marquezine, João Guilherme and Sasha to amplify reach on social media.

Across the three social platforms, the campaign generated more than 14.5K comments. Throughout the festival, the category leader reached over 304M people, totaling 893K interactions and more than 30K new followers across its owned channels on Instagram, TikTok and Facebook. At the event itself, the activation received an average of 9K visitors per day, totaling 63K visits over the seven days of Rock in Rio.

One of the campaign’s key highlights was the collaboration with more than 84 influencers and content creators, who together reach over 290 million followers on social media. Partners included Luísa Sonza, Bruna Marquezine, João Guilherme, Sasha, Cléo Pires, Chay Suede, Letícia Colin, Camila Pudim, Juliano Floss, Maria Clara Garcia, Luccas Abreu, Samantha Alves and Álvaro.

With one of the most dynamic activations at the festival and one of the most sought-after giveaways, Trident bet on a modern, laid-back environment filled with interactive experiences that energized visitors. One of the audience’s favorite attractions—and a true expression of Trident’s fun-loving essence—was the Mascot, which thrilled attendees throughout all seven days of Rock in Rio.