Trident became the most mentioned brand on social media among the supporters of the 40th anniversary edition of Rock in Rio. Among all companies present at the event, the gum and candy market leader ranked third overall, according to data from the Tagger platform, which analyzes comments from Instagram, Facebook, and TikTok. To achieve this result, the company invested in immersive brand experiences and a communication strategy focused on Generation Z, bringing in major icons of this generation, such as Luísa Sonza, Bruna Marquezine, João Guilherme, and Sash, to amplify its reach on social media.

There were more than 14.5 thousand comments across the three social networks, and throughout the festival campaign, the category leader reached over 304 million people, totaling 893 thousand interactions and more than 30 thousand new followers across its owned channels on Instagram, TikTok, and Facebook. At the event itself, the daily average was 9 thousand visitors, totaling 63 thousand visits over the seven days of Rock in Rio.

One of the key highlights of the campaign was the collaboration with more than 84 influencers and content creators, who together reach over 290 million followers on social media. Among the names who partnered with Trident during Rock in Rio 2024 were Luísa Sonza, Bruna Marquezine, João Guilherme, Sasha, Cléo Pires, Chay Suede, Letícia Colin, Camila Pudim, Juliano Floss, Maria Clara Garcia, Luccas Abreu, Samantha Alves, Álvaro, among others.

With one of the most dynamic activations at the event and one of the most sought-after giveaways, Trident made a smart choice by betting on a modern, laid-back environment, featuring interactive experiences that energized visitors. One of the most beloved attractions by the audience—and a true expression of Trident’s fun-loving essence—was the “Mascot,” which thrilled attendees throughout all seven days of Rock in Rio.