Trident announces support for Rock in Rio 2026

Trident, the chewing gum brand owned by Mondelēz Brasil, has announced its renewed support for the Rock in Rio festival for the 2026 edition. The brand is introducing a new platform titled ‘Que se Masque’, which aims to encourage authenticity and freedom among Generation Z consumers.

The campaign positions chewing gum as a tool to relieve tension and embrace the moment. This initiative follows previous activations at Rock in Rio 2024 and The Town 2025. To support the launch, Trident has released limited-edition packaging across Brazil featuring five different flavors. The packaging includes phrases inspired by common festival experiences, such as ‘Danced out of rhythm and went viral? Que se masque!’ and ‘Lived a lot and didn't post? Que se masque!’

Ana Assis, Marketing Director of Confectionery at Mondelēz Brasil, stated that the goal is to use the festival territory to invite people to live with more authenticity and freedom, regardless of daily pressures and expectations.