Kraft Foods has launched its first global marketing campaign for its Trident chewing gum brand.

The ‘See What Unfolds’ campaign launched in the US this week, a spokesperson told just-food. Kraft said it is looking to promote the “emotional” benefits of the brand in a bid to appeal to a wider audience.

The company said it wants to move away from the oral health messaging of previous campaigns that have included a focus on whitening, added-vitamins and cavity-fighting. Instead, Kraft wants to promote intangible benefits of the gum to a target market of 18 to 39 year olds, rather than its past focus on mums.

The campaign kicked off in the US this week with a 30 and 60-second commercial promoting the emotional impact the product has when consumed. It will run in around 17 countries including the UK and the US.

A Facebook application will also launch on 16 April to include a coupon element, in addition to the launch of a Trident smartphone app.

The campaign rolls out ahead of the spin-off of Kraft’s confectionery and snacks business later this year into a global snacks company to be called Mondelez International.