This activation marks a significant step in Khloud’s omnichannel growth, building on recent launches in Target, Sprouts, Wegmans, ShopRite, and Thrive Market, breaking through in over 2,500 retail doors nationwide since its launch in April.

U.S. Soccer Federation, Kellanova announce national partnership

The U.S. Soccer Federation and Kellanova announced a partnership making Kellanova the Official Snack of U.S. Soccer. Together, they'll unite under the rallying cry "It Takes a Pack" to celebrate the full team behind every soccer moment, from the athletes to the fans, families, coaches, and communities that fuel the sport. 

Kellanova is partnering with U.S. Soccer at a pivotal moment for the sport, as the U.S. prepares to host some of the world's most iconic soccer events. In 2026, the FIFA Men's World Cup will be played across 11 U.S. cities, drawing billions of viewers worldwide. Just two years later, soccer will again take center stage during the 2028 Olympic Games in Los Angeles.

On and off the field, Kellanova has long been a trusted presence in the lives of soccer families and players of all ages, it says. Now, Kellanova is elevating its support to the national stage, engaging with fans and athletes at men's, women's, youth, and more soccer events to aim to create memorable and shareable moments within the game's broad support system.

Fans can expect Kellanova's brands to appear in national advertising, along with engaging digital and social media content and exclusive assets featuring the company's brand mascots. There will also be retail activations, creative packaging, in-store displays, and purpose-driven events in key soccer communities across the country.

The partnership reflects U.S. Soccer's deep commitment to community. Through Soccer Everywhere, one of its three strategic pillars, U.S. Soccer works to ensure everyone, everywhere can experience the joy of the game. This collaboration mirrors that mission, amplifying the everyday Most Valuable Players that make soccer thrive across the country.

HI-CHEW gets back-to-school ready

Back-to-school season is almost here, and Morinaga America's HI-CHEW brand, the fruity, chewy candy, is making the return to class extra sweet with events and giveaways for kids and college students alike, it says.

Events include:

• Tanger Outlets Back-to-School Bash – Saturday, August 9 from 12-4 pm: Families are invited to join the fun at Tanger’s “Back-to-School Bash,” where kids can visit themed booths, complete hands-on activities, and earn grades for their “report card.” Those who ace all six “classes” will be rewarded with HI-CHEW Candy Backpacks. At the HI-CHEW booth, kids can unleash their creativity in “Art Class” by coloring their own Chewbie masterpiece. Plus, Chewbie will be on-site for meet-and-greets.
• Additionally, HI-CHEW is taking the back-to-school fun to college campuses with sampling programs at participating Follett and Barnes & Noble bookstores. Students can enter a limited-time sweepstakes via an on-site QR code to discover "What Kind of Chewbie" they are.
• Barnes & Noble College Bookstores – August 1 through October 31: Students can sample HI-CHEW Tropical Mix and enter for a chance to win one of 25 HI-CHEW merch bundles, including $25 in free candy.
• Follett Bookstores – August 15 through September 30: Students can snag the new HI-CHEW Getaway Mix candy and enter for a chance to win one of three $100 Follett gift cards, plus HI-CHEW merch and $25 in free candy. 

Perfetti Van Melle debuts Trident "TriDifferent" campaign

Perfetti Van Melle is unveiling TriDifferent, a new creative platform for Trident Gum designed to inspire Gen Z to break away from sameness and try something new—starting with a piece of gum.

TriDifferent is Trident’s new creative lens, encouraging audiences to embrace the unexpected. Rooted in the insight that younger consumers are seeking fresh, playful ways to break from sameness, the platform positions Trident as the spark that shifts their mindset—nudging them toward something different. 

This also marks Trident’s first campaign since joining the Perfetti Van Melle portfolio in 2023, aiming to set a fresh tone for the brand’s next chapter, it says. 

The campaign launched globally on August 4 and includes a mix of TV, digital, social, and influencer-led content across key markets such as the U.S., Canada, Spain, Portugal, and Greece. Featuring a vibrant visual system and energetic storytelling, the creative is designed to resonate with Gen Z’s appetite for originality, humor, and visual impact. 

Brought to life through two short films and a series of social-first adaptations, TriDifferent showcases the small-but-impactful ways people can shake up their everyday lives, starting with Trident gum. With a wide variety of flavors, Trident can become the catalyst for a more playful, expressive approach to life, the ads suggest.

The creative concept was developed by FCB London in collaboration with FCB Chicago, and directed by Gustav Sundström through MindsEye. It follows Perfetti Van Melle’s appointment of Interpublic Group as the global partner for some brands in its gum portfolio, which includes Trident, Dentyne, Stimorol, Hollywood, V6, Bubblicious, and Bubbaloo. 

TriDifferent was the winning concept from the agency pitch and marks an exciting new chapter in revitalizing Trident’s voice within the global gum category, Perfetti Van Melle says.

The first legal "chewing gum" in a country that banned it

Chewing gum is famously banned in Singapore. So, to mark the nation’s 60th birthday, ad agency BBH Singapore is introducing what could be the country’s first legal chewing gum.

Called Unthinkables!, the “gum” looks, tastes, and chews like gum, but is made without a gum base. That technicality makes it legally permissible, giving Singaporeans the full gum-chewing experience without risking a fine.

The "gum" was co-created with Irene Chan, sugarcrafter and founder of Oni Cupcakes, who worked with BBH’s in-house Innovation Lab to prototype the perfect chew. The team tried over 60 combinations of exotic flavors and chewiness-enhancing ingredients to arrive at the final product. 

Made from a hyper-chewy flavored candy that’s fully water-soluble, the product sidesteps Singapore’s strict gum ban while making a statement about the agency’s appetite for impossible ideas.

Don’t worry, AI hasn’t left creative agencies seeking alternate business models. Unthinkables! is the agency’s showcase in disguise. Each Uthinkable piece of gum comes with a printed QR code that links to an equally "unthinkable" piece of work from the agency’s portfolio. Such as Heinekicks, a viral and award-winning campaign for Heineken that turned sneakers into beer-filled art. Or Trapped, a full-fledged horror film created to launch a travel insurance for Income. Find out more about these campaigns and others at bbhsingapore.com/unthinkables.

BBH envisions the "gum" as a way to spark conversations about the creative potential of Unthinkable ideas—ideas that make the impossible possible, and tackle business problems with fame-driving solutions.

Fun facts about chewing gum in Singapore:

• In 1992, Singapore banned the sale and import of chewing gum to stop vandals from sticking it on train doors, elevator buttons, and keyholes.
• If you break the law, you could be fined anywhere from $500 to $100,000, depending on how badly you mess up.
• The ban became so iconic that "chewing gum" is still one of the first things foreigners bring up when talking about Singapore.
• In 2004, "therapeutic gum" (like nicotine gum) was allowed—but only if you get it from a doctor or pharmacist.